A regional daily is introducing online registration for readers in a move that will prevent the use of ad-blocking software.
The Yorkshire Post is implementing the policy while it explores other “long term” business models.
As a result of the change, readers using ad-blocker software will no longer be able to access the Post’s website, although the site itself will remain paywall-free.
In an open letter to readers, editor James Mitchinson justified the move on the grounds that the paper’s “high quality journalism” needed to be paid for.
James, pictured, wrote: “This development will enable us to begin ensuring the conversation between our valued advertisers – the people who currently pay for (our website remains free to all) the online journalism that we know you value and trust – and the people of Yorkshire, and, of course, our ex-pat readers beyond the county boundary.
“If you have an ad-blocker running, you will no longer be able to access our site. The high-quality journalism produced by this historic organ since 1754 costs money.
“To ensure the Yorkshire Post can continue to protect and enhance God’s Own County for another 264 years, we need our readers to subscribe to and/or buy our newspaper, and/or subscribe to our digital newspaper, and/or welcome our valued advertisers into your home, online and on mobile.
“We are presently exploring other business models which will help us do what we do best long tem. I will consult with and listen to our subscriber base in order to continue improving the Yorkshire Post, and will keep you updated as new ideas and products are developed.”
James added the Post would “absolutely, unequivocally” not share the registration data with anyone, but users could opt in to receive updates on breaking news or important events.
He wrote: “As ever, I welcome feedback and urge those of you who care about Yorkshire and care about this newspaper and the journalism it undertakes on your behalf, to email me.”
Sign up for our free daily email bulletin
Follow HTFP on Twitter
Got a story? Email the Editor at
A reference to “God’s Own County” is, of course, compulsory in all Yorkshire Post communications from its senior staff. Particularly if they don’t actually come from there.
Report this comment
Haha. Watch your ‘digital audience drop dramatically. JP really don’t have the first clue about newspapers or the readers who (used) to buy their products. It wasn’t broken so why try to fix it. They have destroyed one great local papers. All their papers are a shadow of their former selves and their websites as dull as dishwater. 10 years trying to make digital work and still nowhere near it. Give it up lads it’s impossible.
Report this comment
An interesting/ brave/bizzare/suicidal ( delete as applicable) concept ; cutting off your nose to spite your face’ at a time when visitor traffic / reader numbers appear to be the ( worthless) currency the major publishers judge their popularity by,good luck with that one
Be interesting to see how the worthless numbers compare in the coming months when what few advertisers there are,get even less response and move elsewhere.
Oh and if you’re talking about your digital platform mr editor it’s best not to use “….and care about this newspaper”
It should be …care about this ‘website’
Report this comment
I’m told that at one large TM daily in the West Country, the entire editorial staff uses ad blocker because without it the site is near unusable. I think ad blocker is the elephant in the room … when papers quote these seemingly mind blowing page views to advertisers, is ad blocker taken into account.
Figures suggest it’s growing by 30% annually and this report makes sobering reading… from USA but we usually follow their lead on such things.
https://marketingland.com/survey-shows-us-ad-blocking-usage-40-percent-laptops-15-percent-mobile-216324
Report this comment