Axel Springer wants to technically lever out adblockers
In the German media industry's battle against ad-blocking software on the Internet, Axel Springer plans to fight fire with fire. Effective immediately, editorial content on the Bild.de portal will also be automatically blocked for users of ad blockers.
Anyone who still wants to see the normally freely accessible, ad-financed reports and videos without ads will have to take out a separate subscription. Anyone who did not switch off the adblocker or did not pay would no longer be able to use content on Bild.de with immediate effect, the media group explained on Tuesday.
The price for this part of the online presence is 2.99 euros per month. Independently of this, the publisher has already been offering users extended online access for a good two years at prices starting at 4.99 per month.
"On the web, too, journalistic offerings must be financed via the two familiar revenue pillars, namely advertising and circulation revenues, in order to continue to offer independent journalism," explained Bild Managing Director Donata Hopfen.
Media industry fights back
Numerous online media are up in arms against ad blockers because they see their most important source of revenue at risk. The argument goes that if readers and viewers systematically block out ads and commercials on their computers and smartphones, advertisers will no longer be willing to pay.
Most online media are financed largely or even exclusively by advertising. According to Axel Springer, 23 percent of Bild.de users use ad blockers. In previous years, the figure had always been around 20 percent or just above.
In Germany, the ad blocker provider Eyeo in particular has drawn the ire of the industry. But in several lawsuits, media groups such as Springer, ProSiebenSat.1 and RTL failed for the time being in their attempt to have Eyeo banned from doing business. In the first instance, the courts did not recognize any illegal activity.
Springer has already announced that it will continue its legal battle against the Cologne-based startup. But according to those involved, it will probably be years before a final decision is made by the Federal Court of Justice. (SDA)
