Nieman Foundation at Harvard
HOME
          
LATEST STORY
For Western news companies looking to India, partnering with local publishers is a path in
ABOUT                    SUBSCRIBE
Sept. 17, 2015, 1:43 p.m.
Business Models
Mobile & Apps
jason-kint

Press Publish 16: Jason Kint on how worried publishers should be about the arrival of adblockers on mobile

Pretty worried, it turns out! At least according to the CEO of the trade organization formerly known as the Online Publishers Association.

It’s Episode 16 of Press Publish, the Nieman Lab podcast!

press-publish-2-1400pxMy guest today is Jason Kint. Jason is CEO of Digital Content Next, which I confess I liked better under its old name, the Online Publishers Association. It’s the trade organization representing most of the country’s largest online publishers.

I wanted to talk to Jason because this week marks the release of iOS 9 and with it the debut of ad blocking on the iPhone. Ad blockers have existed on desktop for years, of course, but they’ve mostly been a niche interest. On your phone, though, the appeal is obvious — faster loads, lower data use, fewer annoyances. And as I record this, iOS 9 has been out for about 24 hours, and the No. 1, No. 4, and No. 6 paid apps on the App Store are ad blockers.

So publishers are about to see some percentage of their mobile ads…disappear. Will it be a rounding error, or is this the beginning of the end for a certain kind of online advertising, the way popup ads were killed by technology in the early 2000s?

Jason’s been talking to a lot of publishers and he’s convinced it’s a big deal — an 8 or a 9 on a scale of 1 to 10, he says. We talked about how publishers should respond, whether it’s worth trying to block the blockers, and how to keep a focus on your audience’s needs. Here’s our conversation.

Listen

Download the MP3

Or listen in your browser:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Subscribe in iTunes

Subscribe (RSS)

Show notes

Jason Kint on Twitter
Digital Content Next, formerly the Online Publishers Association
“CEO Explains Why the Online Publishers Association Changed Its Name” (Nov. 3, 2014)
“Back in DC. 48hrs. 7,300 flight miles. 30+ premium publishers, 10 meetings all related to adblocking. Working hard on this issue.”
“Dear ad blocking community, we need to talk” (Sept. 10, 2015)
“Rise of ad blocking threatens German publishers” (May 28, 2015)
“The Rise of Adblocking” (2013)
“A blow for mobile advertising: The next version of Safari will let users block ads on iPhones and iPads” (June 10, 2015)
“How big a deal will adblocking on iPhones and iPads be for publishers?” (June 12, 2015)
“Ad Blockers Shoot to the Top of iPhone App Store Chart After Debut Day” (September 17, 2015)
Auto Image Loading in Netscape
WTF Ad Tech series at Digiday
Napster
Recording Industry Association of America
Pop-up blocking
“Over 300 businesses now whitelisted on AdBlock Plus, 10% pay to play” (February 3, 2015)
Direct marketing
“‘Tracking’ is immaterial to most publishers’ revenue streams. industry myth that it’s necessary.’
What is online behavioral advertising?
Podcasting on Nieman Lab
Native advertising on Nieman Lab
“Publishers arm for war with ad blockers” (February 19, 2015)
Timeline of file sharing
Crystal
“A wave of distributed content is coming — will publishers sink or swim?” (March 24, 2015)
“Facebook’s Instant Articles are live: Either a shrewd mobile move by publishers — or feeding the Borg” (May 13, 2015)
“Content blocking in iOS 9 is going to screw up way more than just ads” (August 28, 2015)
“Separating advertising’s wheat and chaff” (August 12, 2015)

POSTED     Sept. 17, 2015, 1:43 p.m.
SEE MORE ON Business Models
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
For Western news companies looking to India, partnering with local publishers is a path in
Vice is only the latest American or British publisher to seek out an Indian partner — in its case the Times Group — for reasons that combine local knowledge and legal restrictions.
Hot Pod: Are too many people skipping the ads in podcasts?
Plus: Using TV’s playbook to pitch podcasts to advertisers, moving from magazines into audio, and a Slack experiment aims to make Gimlet’s core listeners feel engaged.
The New York Times is trying to narrow the distance between reporters and analytics data
It’s building on its in-house analytics dashboard, Stela, with the goal of making audience engagement data easy to find, simple to understand, and even fun to use.