The New York Times is surveying 700,000 readers who use ad blockers

Off the heels of blocking a “relatively small” amount of ad block users from accessing The New York Times’ website, the newspaper is ratcheting up its anti-ad blocking campaign with a massive reader survey.

Digiday first noticed the website’s survey yesterday. The Times told us that the survey is being sent out to 200,000 digital subscribers and 500,000 non-subscribers, all of whom are using an ad blocker.

The survey consists of a dozen questions beginning with broader questions about the user’s ad blocking habits before narrowing to questions specifically about the Times’ website, including if they would consider whitelisting The Times, ranking the most bothersome type of Internet ads and guilting them with questions like: “Are you aware that blocking ads on the website prevents The New York Times from making money to supports it operations?”

Here’s a sampling of the questions:

nyt question 4

NYT quesiton 2

nyt quesiton 7

nyt question 8

nyt question 3

nyt question 5

The survey is only the latest move in the Times’ public stance against ad blockers. In March, it began showing some ad blocker users a pop-up asking to be whitelisted or buy a digital subscription, issuing this statement:

“We are opposed to ad blocking, which does 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 fund news gathering operations.”

Digital subscribers continue to grow for the Times, but digital ad revenue dropped 1 percent to $42 million, a figure that only encompasses about a third of its total ad revenue, according to the paper’s earnings report for the first quarter of 2016.

https://digiday.com/?p=177915

More in Media

Inside The New York Times’ plans to correlate attention levels to other metrics

There’s a lot of buzz around attention advertising right now, but The New York Times is trying to stay grounded even as it develops its own plans.

Why publishers are preparing to federate their sites

The Verge and 404 Media are exploring the fediverse as a way to take more control over their referral traffic and onsite audience engagement.

Why publishers fear traffic, ad declines from Google’s AI-generated search results

Some publishers and partners hope for more transparency from Google and other AI companies related to AI-generated search.