Friday, April 03, 2020

Bad strategy on blocking digital ads next to coronavirus stories?

As everybody who tracks the news biz knows, more and more digital advertisers are insisting their ads not be placed next to coronavirus stories. Now, on a national digital-only product like Vox, that's understandable.

But the digital (or even print, if such insistence is there, too) versions of regional and local daily papers? At least in certain cases, I think it's stupid, especially if there's no A/B testing to see if such placement is a bust, a n othingburger, or maybe even a boon.

Boon?

Maybe it could be.

Let's say you're a restaurant in an area or a state on mandatory restrictions on dine-in eating. Maybe, like daily specials for dine-in eating, you'd like to offer daily take-out specials, and advertise them. OR, make an offer to donate 1 percent of each meal purchase price to the local food bank.

Maybe it could be a boon.

News Media Alliance (former Newspaper Association of America) prez David Chavern decries the practice. Of course, this is the same guy who said four years ago that adblocking was a threat to democracy.

Yes, I remember Demosthenes telling Athens that if Alexander came, he was bringing adblockers with him.

The between-the-lines gist of the piece is that Chavern hates paywalls.

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