Article

Run! The adblockers are coming!

Most publishers will have you believe that adblocker users are monsters, thieves that want free content, these users wont stop until your business is dead!

Adblock is nothing new, it is a representation of the collective voice of internet users screaming "WE WANT CHANGE!", in an industry that is so far behind, we should thank these users for waking us up. 

Each industry has it's own version of adblock, music had napster, movies had bit-torrent, publishers now have adblock.  Each one of these came through like a crashing wave and crushed all in its path, except for the heroes. With each one of these villians there emerged a hero, a hero who we now take for granted.

iTunes saved the music industry from napster, Netflix saved the movie industry from Bit-torrent. Though everybody acknowledges this, they fail to see the common problem these so called villains unearthed. Distribution dictated by revenue.

t09hn.jpg


Villains vs Heroes:

When napster came out, the music industry was in a rut. Cd's at £15 each was the unchallenged revenue model. Napster users were accused of being pirates for "stealing music". The fundamental issue that the industry missed was that users liked napster because it was easy, not just because it was free.  It was challenging their distribution model which was dictated by their revenue model, so they spent millions hunting down the pirates without addressing the issue, "cd's are dead".

Apple understood this issue, they knew that users are willing to pay, all they had to do was fix the distribution. iTunes was born, people could now legally purchase music to download, and they were happy to do so. Albums were being sold for the same premium price of cd's and people didn't mind, as long as they got the music. Once iTunes proved this point and  distribution was solved pricing became the next battle, others came along to shake this up and now we have spotify, deezer etc. It seems so obvious now, but at the time companies did not understand this.

You would think that the movie industry would've learned a lesson from this. They didn't. Just like napster, along came torrents, and the movie industry did exactly what the music industry did, protect expensive dvd's, hunt down the pirates. In this case Netflix was the hero, they proved again that people will pay, if you make it easy to get content. They continue to prove this, with millions of paying subscribers.

We need a hero:

Those that don't learn from history are doomed to repeat it.

So now its the publishing industry's turn. We have a villain, adblock, and we need a hero. Instead of realising this and learning from previous mistakes, the industry is going down the same road, "get the pirates", "they want free content", "block adblock users". But were losing, badly.

If your revenue model dictates your product creation and ditribution, congratulations, you're killing your company with your own hands.

As The Dark Knight himself would say "I'm whatever Gotham needs me to be.", your users are gotham, and they love you, so be what they need you to be, the hero they deserve.

37f602d.jpg

Web Developer at The Drum

Want more like this?

Keep up-to-date with latest news from Inside the Agency using any of the following services

Recent articles

Behind the Paywall - An Insider Point of View

Over the years, a number of publishers have tried their hand at implementing a paywall. These efforts have been met with varying degrees of success:

paywall.jpg

The Sun introduced a paywall on the 1st August 2013, partially removed it in the summer of 2015 and removed it completely on the 30th November 2015. The Financial Times introduced its paywall in 2007, however, they chose to relax the paywall in 2015 in an effort to combat sluggish growth and The Times introduced its paywall in 2010, which recent news suggests it be performing well.

Read more

Four things that suck about project management

Project management is not a glamorous job.   The better you are, the less you’re noticed: things just hum along nicely, with no major conflicts or serious misunderstandings.  If you’re diligent, skilled, dedicated and competent, someone else will get credit.  The software, application, website or rebuild you so lovingly slaved over will be attributed to your boss, your client, or – if you’re lucky – to your developers or creatives.

In fact, the only time a project manager can rely on getting any real attention is when things go wrong.  A host of complex issues may be present – problematic management behaviour, shifting requirements, lack of necessary cooperation from the wider business, underinvestment in skill or resource – but the blame is ultimately yours.  You’re the project manager.

Read more

“My boss doesn’t get it.” The puzzle of motivation.

Management roles have traditionally focused on issuing assignments and offering rewards.  For much of the industrial age, this worked well.  In the vast majority of situations, people do work harder if they know they’ll get a financial bonus or more recognition.  Primed with 100 years of business advice, managers feel they have the tools they need to get things done, retain their staff and hit their targets.

carrot.jpg

But when they find themselves at the helm of a team of developers, or a mixed team of designers and developers, managers get confused.  The promise of rewards only goes so far.   Sometimes, incentives fail to generate any interest and may even lead to resistance.  Developers who never voice any dissatisfaction put in their notice and move on without any explanation, leaving you scratching your head.  It’s really confusing, and there are no easy answers. 

Read more

Advertisement

Digital Ocean

Ali's Reading List

TechCrunch

TechCrunch

DigitalOcean Teams Up With Bitnami, Now Lets You Install Over 100 Web Apps With A Few Clicks

DigitalOcean has made a name for itself as a hosting service that focuses on simplicity. Now, the company is making it easier to install complex applications.. Read more