Nieman Foundation at Harvard
This is like a real-life version of Bezos' Disemvoweling idea! https://t.co/LppELXDiNf https://t.co/F0SfsdDYgO
— Joseph Lichterman (@ylichterman) July 20, 2016
According to Ad Age, the blocked words symbolize, roughly, “the percentage of the company’s revenue that comes from advertising.”
The proportion of words blocked isn’t scientific, and the Financial Times doesn’t break out the exact chunk of revenue that comes from ads, said global advertising sales director Dominic Good. “It’s more illustrative than specific,” he said.
The test group comprises registered desktop computer visitors who don’t pay for a subscription, about .075% of the company’s desktop traffic. Some ad-blocking members of this group won’t see any new messaging, some will be asked to whitelist the website’s ads but can still read regardless, some will see articles with many words blanked out if they won’t whitelist the site, and some will be blocked outright if they don’t whitelist the site.
The Financial Times is just the latest of many news organizations to begin campaigns against adblocking, which some forecasts suggest could cost the industry $12 billion in digital advertising revenue by 2020. The New York Times had been testing it, and is using some of what it’s learned to inform a potential “ad-free” digital Times subscription. About 20 publishers in Sweden are teaming up next month to collectively block adblockers, in an IAB Sweden-led initiative. And I’ve even encountered multiple “whitelist us” notices on Ad Age.
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