Financial Times starts blanking out scattered words in articles for users with ad-blockers

Ad Age:

On Wednesday, the newspaper began blanking out, for some users, a percentage of words in articles symbolizing 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 company will evaulate the results after three or four weeks.

I wonder if this is a potential move to open up the gates, allow visitors through the paywall who agree to accept advertising. Interesting to see how this plays out.

[H/T The caustically cantankerous Not Jony Ive]