How a Lithuanian news site is using its journalists to get users to turn off ad blockers

Lithuanian news site 15Min.lt, the country’s second-largest news organization, is taking a new approach to getting users to turn off ad blockers. Rather than a pop-up message asking the reader to turn their ad blocker off, 15Min.lt is using its journalists to appeal to readers directly. 15Min.lt created 12 videos featuring members of its staff explaining why readers should either whitelist the site or pay a €1 per month fee. Plus, the videos are related to the articles the user is trying to read: If a user is trying to read a business story, they’ll see a video with 15Mint.lt’s business journalist.