The New York Times is one of the latest in a stream of websites that is employing a pop-up advertisement and its encouraging users to whitelist their website according to a report by Ad Age. The website has been testing various methods in order to improve revenue and to combat ad blocking. The website has even tried to get users to whitelist the website, or to subscribe to the paper (the subscription doesn’t remove the advertisements).

New York Times Pop-Up Advertisement

The pop-up the message states, “The best things in life aren’t free. Advertising helps us fund our journalism. To continue to enjoy the Times, please support us in one of the following ways.” The New York Times joins a collection of sites includingForbes, Slate, The Washington Post, and GQ that utilize some type of pop-up to encourage readers to turn off their ad blockers. (GQ stops readers using ad-blockers from reading its site altogether.)

According to the post by Ad Age a spokeswoman for the New York Times told Ad Age that the use of ad blocking poses a threat to publishers.

“Our goal is to inform users of the harm of ad blocking and to encourage the whitelisting of,” the spokeswoman said. “Ad blockers do not serve the long-term interest of consumers. The creation of quality news content is expensive and digital advertising is one way that The New York Times and other high-quality news providers fund news-gathering operations.”

The New York Times did not state how long they would be running these advertisements or whether it would be a permanent fix. But it does highlight a major issue with the publishing world where websites that are publishing great content are finding themselves losing a lot of money because of Adblock.

The use of Adblock is proving to be the biggest threat to their revenue streams and the more prevalent that Adblock is used the more prevalent sponsored posts will appear and the veil between advertising and editorial content will become thinner and thinner.