DJ Campbell and Charlie Adam struck to keep Blackpool in contention for a coveted play-off berth and push Reading back towards the relegation zone.

On-loan Leicester striker Campbell opened the scoring in the 41st minute with a clinical right-footed finish after a fine pass from Adam.

And Adam then got on the scoresheet in the 74th minute with a fine strike to register his 13th goal of the campaign and end Reading's four-match winning run in the Coca-Cola Championship.

It was a second successive home win for Ian Holloway's men, following their 2-0 success against Middlesbrough in midweek, and a welcome boost to their play-off bid.

Holloway made just one change to his starting line-up, with Andy Butler replacing the suspended Rob Edwards in central defence.

The Seasiders settled quickly and free-scoring midfielder Adam went close in the eighth minute with a shot from 25 yards that flew just wide.

Moments later Gary Taylor-Fletcher also tried his luck from long distance with a shot which warmed the hands of Royals goalkeeper Adam Federici.

In the 13th minute, Reading finally came to life and midfielder Jobi McAnuff drove a fierce right-footed shot from 2s which was blocked by David Vaughan.

Vaughan showed his attacking prowess moments later with a fierce left-footed shot from 25 yards which Federici did well to tip round a post.

Reading midfielder Brian Howard then had a shot blocked by Butler as genuine goalscoring opportunities remained scarce.

That changed midway through the first half when Blackpool defender Ian Evatt hit a right-footed shot from 12 yards which Matthew Mills did well to block.

Blackpool midfielder Keith Southern then did likewise from 20 yards as Reading's goal began to lead a charmed life.

The hosts were dealt a blow in the 22nd minute when Taylor-Fletcher sustained an injury and was replaced by Algeria international Hameur Bouazza.

Yet the momentum remained largely with them, and Adam flashed a shot wide soon afterwards.

Reading made a substitution of their own in the 32nd minute as Brynjar Gunnarsson was replaced by Gylfi Sigurdsson in what appeared to be a tactical switch.

However, they could not deny Blackpool an opening goal in the 41st minute when Adam's clever pass from the right flank found Campbell and he drilled in a right-footed shot from 12 yards.

In the 53rd minute, Adam went close to getting on the scoresheet with another vicious shot.

The game remained on a knife-edge after Federici produced a smart stop to deny Bouazza from 12 yards in the 57th minute.

Yet Blackpool were not to be denied and they wrapped up the points with 16 minutes remaining.

Bouazza cut the ball back from the right flank and Adam hit a right-footed shot from 18 yards into the bottom corner.

Blackpool were dominant and Southern hit a post from 25 yards as Reading were spared the indignity of their goal being breached for a third time.

Teams:

Blackpool Gilks, Baptiste, Evatt, Butler, Crainey, Adam,Vaughan, Southern, Ormerod (Burgess 66), Campbell (Dobbie 78),Taylor-Fletcher (Bouazza 22).

Subs Not Used: Rachubka, Eardley, Euell, Husband.

Booked: Southern.

Goals: Campbell 41, Adam 74.

Reading Federici, Griffin, Mills, Khizanishvili, Bertrand,Kebe, Howard, Gunnarsson (Sigurdsson 32), Karacan (Rasiak 63),McAnuff, Church (Thorvaldsson 54).

Subs Not Used: Hamer, Tabb, Robson-Kanu, Pearce.

Booked: Bertrand.

Att: 7,147

Ref: Craig Pawson (South Yorkshire).