"Going into the store" means you BUY something. They're not getting any money if someone reads this story without paying for it. I suppose it comes down to the semantics of the word "boycott", which I am quite happy not to use (and didn't). I think the main thrust of not buying this paper is that it withholds financial support - they're not going to know or benefit from what a non-customer happens to see (and you can always ignore the adverts).