October 17, 2016 Last Updated 2:07 pm

The Atlantic activates its ad blocker message

Publishers work to get their sites ‘whitelisted’ to cut down on the number of readers blocking their digital ads, while also providing a low-cost digital subscription option

Today’s Morning Brief led off with the story that The Atlantic would be soon displaying a message to its readers who use an ad blocker with their web browser, asking them to ‘whitelist’ their website, or agree to pay for a digital subscription.

atlantic-adblockerAt the time of the post the magazine’s message was not coming up when you went to the site – it is now.

The ‘ad-free’ option now has a price: $3.99 per month, or $39.99 per year. That is very reasonably priced versus most daily newspapers (though that is understandable, I suppose).

The message does not appear to occur every time one enters the site, or clicks on an article.

According to a representative of the magazine, 8.5 percent of readers of The Atlantic use an ad blocker, a smaller percentage than some other publications have reported.

Many publishers are experimenting with efforts to get reader to ‘whitelist’ their sites (getting the ad blocker to not block ads on a particular website). The French daily Le Figaro, for instance, earlier this year said they had been able to get 20 percent of those who use an ad blocker to add their site to the list of approved websites.

“What was interesting is that people who were using the ad blockers were typically people who read twice as many pages as those who wouldn’t use one,” Alexis Marcombe, chief operating officer of Le Figaro Media, told Digiday in April]. “They were definitely some of our core readers, so it was important to do it. I’m pretty convinced we will take an even stronger approach in future.”

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