A regional publisher has dispensed with online questionnaires – dubbing them “an engagement killer”.

Reach plc has confirmed the move, which means readers now no longer have to fill out the forms.

Previously, users of Reach sites would sometimes have to complete the questionnaires before reading content on its websites.

But, in an interview with the Financial Times, chief executive Jim Mullen, pictured, said the forms had now been done away with for good.

Speaking to the FT, he said: “Questionnaires were an engagement killer.

“People just got turned off — it ruined the experience.

“As a rule, we don’t do that anymore because people just fill in a load of nonsense.”