The Atlantic is cracking down on ad blocking. Starting today, when users who have ad blocking installed visit TheAtlantic.com, they’ll be given three options: Whitelist the site, buy an ad-free model or leave.
The ad-free subscription will cost users $3.99 per month or $39.99 per year.
In a note to readers, Kim Lau—the Atlantic’s senior vp of digital and head of business development—explained the reasons behind the move.
“For our publication to continue to grow and be sustainable, we need to create an environment where readers can accept and feel good about ads alongside our work—or else support it in alternative ways,” wrote Lau.
In other words, advertisers pay our salaries, so either pay for the magazine or watch it disappear.