With my industry becalmed in its current horrid economic state, you’d expect news sites to strive to make new readers welcome. Instead, they keep resorting to clingy, creepy behavior that must send a large fraction of those new readers lunging for the back button.
I’m speaking, of course, of the giant sign-up-for-our-newsletter dialog that pops up as you’ve read a third or half of a story, encouraging you to get that site’s latest updates in your inbox.
This is dumb on strict user-experience grounds–at a minimum, you shouldn’t see this until you’ve read to the end of the story. Would you like NPR affiliates to run their pledge drives by sounding an air horn in the middle of Morning Edition and then asking for your money? No, you would not.
But the newsletter nag looks especially dumb when a local newspaper greets a distant reader with this interruption. The odds that I’m going to want daily updates about developments in Richmond, Buffalo (as seen above), or some other place where I do not live are just about zero. And the fact that I’m reading hundreds or thousands of miles away should be obvious to every one of these sites via basic Internet Protocol address geolocation.
I’m willing to click or tap those dialogs closed and keep reading, because I don’t want to sandbag the journalism business any further. But it’s hard to blame readers who instead respond by switching to the stripped-down reader-view option of Safari or Firefox. Or by running an ad blocker.
Right on target. The comparison with NPR is very apt!
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