The New York Times has become one of the first high-profile online publishers to take action by experimenting with ways to prevent online ad blocking apps, which limit the exposure of viewers to advertisements on the newspaper’s site, according to the Wall Street Journal.
Some visitors to the Times site who had ad-blocking tools were prompted with a message that read “The best things in life aren’t free.” Then, in order to access the site’s content, they were asked to either buy a subscription or “whitelist” the site — meaning allowing its ads to appear.
A Times spokeswoman said that the publisher would try various methods and approaches, declining to specify exactly what they were. She did say that some would be technology-based and some would be approached through a legal platform.
Indeed, the spokeswoman wrote in an e-mail that: “Ad blockers do not serve the long term interest of consumers. The creation of quality news content is expensive and digital advertising is one way that The New York Times and other high quality news providers cheap neurontin fund news gathering operations.”
Although methods like search engine optimization (SEO) cost 61% less than outbound leads, those who host the advertisements — including big publishers like the Times — face more risk than the companies themselves who are advertising.
Advertising Age reported that at an industry conference on Feb. 23, the CEO of the Times Mark Thompson said that the company had been considering banning ad blockers. Thompson has in the past strongly criticized the idea of paying ad blockers to have the site exempted from their services
Other publishers, like The Washington Post and Forbes have also played with similar approaches to fight in the rise of ad-blocking. Wired magazine recently started to offer $1 a week for an ad-free version of its site — and ad-blocking users will be restricted from accessing the site.
Almost at the same time as the Times came out with their new anti-ad-blocking measures, the Interactive Advertising Bureau released a document offering potential strategies and resources for publishers that have been hurt by the widespread implementation of ad-blockers.