Now it’s The Wall Street Journal coming for ad-block users
The Wall Street Journal has become the latest big-name publisher to ask people to turn off their ad blockers. Visitors to the financial news publisher’s site are being greeted with a polite message asking them to turn off their ad blockers and to subscribe to the publication.
A rep for the Journal said it’s showing the messages to some WSJ.com readers in the U.S. and Europe who have installed ad blockers. It doesn’t block the Journal’s free-access articles.
The move is interesting since the Journal is blocking articles that already require a subscription, making the case that not only should readers pay $200 a year for access but also take the ads (and tracking) that comes with the package. In the Journal’s case, the messages don’t appear to people unless they’re not logged in, though, either as a subscriber or through social media, which would seem to minimize that risk. It’s not known if the Journal plans to up the ante and prevent ad blockers from reading the site altogether.
The WSJ is testing a few versions of the messages. In one, the message appears as a banner across the bottom of the page.
The Journal message is similar to one the The New York Times just began testing in March to combat ad blocking. A number of other publishers have asked readers, with varying degrees of forcefulness, to turn off their ad blockers. They’re alarmed by the rapid adoption of ad blocking software that reduces the number of eyeballs they can sell advertising against.
The tactics have been met with varying degrees of success, and there’s no agreement on what the right approach is; some say the hard line only escalates bad feelings with readers, who understandably are using ad blockers to avoid seeing annoying and intrusive ads. Others say the soft approach doesn’t work because it can be a hassle for readers to disable their ad blocking software (some of whom may not even know it’s installed in the first place).
The Journal has been clamping down on freeloaders in other ways recently. In January, it tested closing the Google loophole that let people copy and paste a Journal article link into Google to circumvent the Journal’s paywall.
How NBC’s News Group is shaping NBCUniversal’s commerce bets
The nearly 50-person group now oversees two shopping shows, commerce sub-brands across three NBC News properties and direct deal-making for a growing list of sister brands.
Member ExclusiveMedia Briefing: How publishers with teen audiences are making their Instagram presences more inclusive
In this week's Media Briefing, media reporter Sara Guaglione reports on what Bustle and Teen Vogue are doing to make sure their Instagram accounts don't contribute to the platform's reported negative impact on teen girls' wellbeing.
‘Levers being pulled that are unseen’: Measurement errors inside Amazon’s OSP program setting publishers on edge
A series of reporting errors has become emblematic of a program that has grown increasingly frustrating for its participants over the past year.
SponsoredHow publishers can future-proof their contextual advertising strategy
Sal Cacciato, managing director, North America, video intelligence The discourse on contextual targeting has moved from “if” to “how.” Publishers are well aware that they need to be packaging their audiences in ways that enable contextual targeting, but many are still asking themselves what is the best way to achieve that goal. In a telling […]
Axios has made $1M in revenue from its eight-month-old software licensing business
Less than a year in, Axios HQ is bringing in more revenue than expected, but the challenges of a tech company are different than those of a media company.
Why The Telegraph thinks retiring some newsletters will actually help grow subscriptions
After shuttering a half-dozen newsletters this year and consolidating others, The Telegraph produces over 40 editorial newsletters, eight of which are exclusive to paid subscribers.