Putting the practical, aesthetic and commercial reasons for this decision aside, it is alarming that a board director of a progressive media agency defines creative use of press as coming up with a new ad shape.
Surely the way to use the press imaginatively and creatively is to harness its unique bond with its readers, and to use that to frame the communication of an advertising concept.
This is best done by employing the same techniques as the host newspaper uses each day to communicate with its readers - in other words, adopting editorial disciplines and structures, not trying to distort them with "creative" new ad shapes.
Almost all newspaper groups offer the chance for advertisers to work with them to "achieve cut through", either using advertorial or more integrated pieces of work such as The Guardian's recent supplement with the Book Trust.
Indeed, after the Daily Mirror gave over a souvenir edition's front page to a promotion for T-Mobile, it seems bizarre to describe the national press as inflexible.
Ms Marus obviously missed the fact that at the recent Media Week Awards, two of the five shortlisted candidates for Media Brand of the Year were newspapers, that The Independent won an award for tactical sales, and that the campaign that won the Grand Prix and Best Use of Media featured, at its heart, integrated press activity which creatively reworked the massive communications power of The Sun.
While I would accept that the twin goals of driving circulations upward and taking a bigger slice of the advertising cake can occasionally prove to be mutually exclusive, agency folk are the first to point out that the former is essential for the latter.
In that context the strengths of the brand, as defined by editorial, are always recognised and defended by a good press sales department.
This is not unique to press.
Every media brand offers value to advertisers through its relationship with the consumer, and once this is compromised, so is that value.
So I would suggest that rather than complaining that newspaper sales departments need to "stand up to editorial", Ms Marus considers how to use advertising to harness editorial strengths and explore the national press in a genuinely creative way.
David Roddick Head of strategic sales News Group Newspapers