The Atlantic would like to figure out a way to make some money off of the 8.5% of unique visitors to the magazine’s website who use an ad-blocker.So, starting Monday, The Atlantic will give visitors who use ad-blockers a choice: Whitelist the website or pay $3.99 per month for an ad-free version. Kimberly Lau, senior VP-digital and head of business development for The Atlantic, said the magazine expects to see a bunch of blockers whitelist the site. “We’re not expecting a windfall in the subscription part,” she said. “We’re just expecting more people to whitelist us.” Overall, she said, The Atlantic expects a “small percentage of the overall population” to pay up for the ad-free option, which will be devoid of branded content as well as traditional display advertising.
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