I presume that the 421 cookies are tracking something, only a hundred or so go to the Liverpool Echo, the others go to 20 or so other places. Nonetheless there are not many people reading local papers online, it is too much effort wading through the junk that gets downloaded. 6 megabytes to display 15 sentences and a video embed is a bit much.
In the olden days the newspapers were read by many people. Nowadays the newspaper readers are 'read' by many people. It has gone back to front.
How often does anyone here see a link to a newspaper and think to jump straight to the comments in order to see if the article is worth reading? For me this does not happen if the link is to a blog or other site likely to be sensible with the inline spam.
The sooner this ad-spam business dies off the better.