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French publishers fight back against ad blockers

March 30, 2016 | Lucy Penn

French publishers fight back against ad blockers

In a bid to combat ad blocking, the French online publishing trade body, Geste, has urged a group of high profile publishers to trial a week-long experiment to deter ad blockers.

Le Monde, Le Figaro, RTE, Le Parisien and L’Equipe are amongst those par-taking in the experiment which started on the 21st March. Each publisher is taking its own approach in fighting the ad blockers;

  • L’Equipe is taking the hard approach and blocking their content from ad blocker users. Users must disable their ad blocker in order to read articles.
  • Daily tabloid, Le Parisien, is also concealing content for people using ad blockers. Users must either whitelist, log in to the site or get an ad-free experience by paying €1 for three months.
  • Le Monde is following suit with the Guardian and shows a message from the editor-in-chief, Jerome Fenoglio, saying “To enable our journalists … we must be able to rely on advertising revenue.” People are then able to click through to the article, whitelist the site, or pay €1 for one month for a ‘limited’ ad reading experience.

German publishers Bild and Gruner + Jahr are seeing positive results by using the micro-payment approach. Some publishers in Sweden are blocking content for a whole month for users who have installed ad blockers.