With Ad Blocking, Publishers Divided on Response

Ad blocking: Publishers wrestle with how to handle it, and not everyone’s on the same page; plus, news from publishing executives’ latest personnel moves and ed tech + native content from Martha Stewart Living

Ad blocking. Digital publishers are doing their best to combat it – you might be one of them – but they’re not necessarily in accordance with what the solution is. Good cop, bad cop? Hard ask, soft ask? How to block ad blockers?

MediaPost.com reports on this, as well as other industry trends recently. Let’s start the week with them!

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When It Comes to Ad Blocking, Publishers Diverge

On ad blocking, digital magazines‘ responses vary depending on many different factors, MediaPost reports.

“Forbes has been a leader in the publisher response to ad blocking, adopting what might be termed a “carrot-and-stick” approach. According to vice-president for advertising products and strategy Ann Marinovich, Forbes ran an experiment in which half the visitors using ad blocking software were invited to turn off their ad blockers or whitelist Forbes in return for a lighter ad experience, promising faster loading times and less data usage — or otherwise not be able to see the content. Marinovich noted that 35% of the ad blocker users who received the message chose to turn off their blockers or whitelist the site – and that the these actually proved to be some of the most engaged visitors to the site, spending more time on the site and generating more page views than visitors who weren’t using an ad blocker in the first place,” Erik Sass writes.

“However, the panel also showed that many publishers remain leery of adopting even a moderately confrontational approach to readers, and some of this hesitation stems from the very structure of the new media ecosystem, where readers are often contributors as well, and tech-savvy types more likely to use ad blockers are also among the most valuable visitors.”

Martha Stewart Living Teams With Arm & Hammer for Ed Tech

Hate cleaning? Well, one publisher is here to help with branded content, according to MediaPost.com reports.

“Martha Stewart Living and Martha Stewart Digital are partnering with Church & Dwight Co., the maker of Arm & Hammer baking soda, to create a video series and digital hub for spring cleaning content, called ‘Martha University.’ The cross-platform series produces content in print, digital and video. A print toolkit is in the April issue of Martha Stewart Living. Articles, galleries and checklists are on MarthaStewart.com, offering readers advice on how to clean and declutter their homes,” Sara Guaglione writes.

Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.

“Throughout the spring cleaning season, the digital hub will be updated with new housekeeping content in response to readers’ cleaning problems and questions and will feature cleaning uses for Arm & Hammer’s baking soda.”

Content Verticals: New York Magazine Launches ‘Select All’

New York Magazine is ready to officially debut Select All, the latest of its content verticals, which will be run by former Gawker Editor Max Read, MediaPost.com reports.

“Select All explores ‘technology as an essential part of our lives, and looking at tech the way others look at entertainment, from the point of view of obsessive fans,’ the company said in a statement. The vertical will analyze social media trends, gadgets, new technologies and big figures in Silicon Valley. Adobe is the official launch partner,” Guaglione writes.

“Select All follows the strategy that developed New York’s other popular verticals, Vulture and the Cut, which were created ‘around readers’ passions, in the smart, playful voice that is New York’s hallmark,’ the company added. Select All will initially have five editorial staffers and publish about 10 times daily.  The vertical will publish multiple videos each day as well, targeted to a Facebook audience.”

Speaking of New York Magazine … New CEO, and Other News From Publishing Executives

New York Media has named Pamela Wasserstein CEO, and she’ll replace Anup Bagaria in overseeing the likes of Vulture, the Cut, Daily Intelligencer, Grub Street, and Science of Us, MediaPost.com reports.

Meanwhile, Brad Elders has been named publisher of Time Inc.’s Sports Illustrated group, which includes SI, Golf, SI Kids, FanSided and 120 Sports, MediaPost.com reports

What’s your battle plan for ad blocking? Publishers, please tell us how you’re tackling the problem in the comments!

To read more about ad blocking, publishers’ responses, and other industry news, visit MediaPost.com.


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