This is a nice post from an organization that clearly cares about their readers. That's hard to write, and the staff at Wired deserve credit for their effort to be open and direct with us.
Unfortunately the post fails to address the reasons that their readers USE ad blockers. If only they had gone a LITTLE bit farther in this post and made specific promises in exchange for being whitelisted. Here are the promises that would have convinced me.
- Third party scripts will be kept to under 33% of page weight. (They're at ~50% for this article, and that's with a 1.1MB gif in the content!)
- We will respect "do not track" headers in your browser (or settings on your Wired account) by excluding you from ad- and analytics-related tracking
- If you have enabled "do not track" headers in your browser, we will only serve you anonymous ads
- We may serve you ads based on your browsing behavior at wired.com, but they will always include a short explanation. For example, "because you were interested in XXXX:"
- Our ad placement and content will follow strict limitations (link to a public page of their guidelines), based on the the Adblock "Acceptable Ads" rules (https://adblockplus.org/en/acceptable-ads#criteria).
- We will serve all content and ads over HTTPS, from within the wired.com TLD (or include a list of specific sources), so you can trust that it's really coming from us.
Since Wired doesn't offer to address any of the issues that make (technical) people enable an ad blocker, the post is reduced to an ultimatum. They're asking you to make a special exception for Wired, and offering only a stick as incentive. No carrot, no quid pro quo, and no addressing your concerns. And they're doing it on a 3.3MB page with 1.5MB worth of third party ads and tracking code attached.
Giving an ultimatum to 20% of your readership sounds like a stupid business strategy, and I doubt it's what the Wired board had in mind. Perhaps they could learn something from app designers: if something is so objectionable about your Ux that 20% of your user base uses third party alternatives to get at your content, try a little market research to improve that Ux. Just do a cursory investigation into WHAT people find so terrible, and WHY they use the alternative; consider how you might change your Ux to make that unnecessary. This is 20% of your userbase who likes your content so much, they find ways to access it despite a shitty OOTB Ux. It would be a big sacrifice to cut off such a dedicated (and large) group of fans.