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Title: Issues/Science and Technology/Computers/Internet - NYTimes.com - Pop Go Those Blasted Pop-Up Ads, iVillage Decrees Pop-up windows have earned the scorn of readers, who say they find the ads' multiplying images annoying. iVillage, a network of Web sites for women, says it is heeding its readers' complaints and pl
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Pop Go Those Blasted Pop-Up Ads, iVillage Decrees

By JANE L. LEVERE Web sites, ever eager to have their advertising catch the eyes of readers, have tried to get an extra chance by employing pop-up windows. But they have earned the scorn of readers, who say they find the ads' multiplying images annoying. Now, iVillage, a network of Web sites for women, says it is heeding its readers' complaints and plans to eliminate most pop-up advertising by Sept. 30 on all its sites. IVillage said a survey of its readers in March indicated that "92.5 percent of iVillage women found pop-up advertising to be the most frustrating feature of the Web." Vanessa Benfield, senior vice president for sales at iVillage, said that in the company's "ongoing dialogue with women, the hot topic is pop-ups." "They can't stand them to the point that they're not interested in buying from these marketers," she said. "Pop-ups are the bane of their existence." IVillage has asked the eight companies that now run pop-up advertising on its sites — including Unilever, Pepperidge Farm and Gillette — to end their pop-up campaigns and replace them with ads within the standard Web browser window. Ms. Benfield said all eight advertisers had agreed to do so; although iVillage asked them to make the switch by Sept. 30, she said it was possible this could occur by Aug. 31. Until now, pop-up advertising has made up 5 percent to 6 percent of iVillage's advertising; total ad revenue in the first quarter of this year reached about $10.6 million. Douglas W. McCormick, chairman and chief executive at iVillage, said the elimination of pop-ups might actually stimulate, rather than depress, the network's ad sales. "We could possibly gain revenues as advertisers become aware of our position, that we're taking a proactive stance," he said. Despite the changes by outside advertisers, iVillage will continue to run some pop-up advertising, to help it do research among readers and to sell subscriptions to Hearst Magazines and for other services. Hearst owns about 30 percent of iVillage. The Internet company said the remaining pop-ups would make up less than a quarter of 1 percent of all its advertising. Despite iVillage's move, there is little indication that more popular Web sites will follow suit, considering the significant advertising revenue these ads generate. Still, those sites must continue to do battle with a flurry of software programs, like WebWasher or AdSubtract Pro, that let Web surfers suppress ads on their computers.   E-Mail This ArticlePrinter-Friendly FormatMost E-Mailed ArticlesReprints Home | Back to Technology | Search | Corrections | Help | Back to Top Copyright 2002 The New York Times Company | Permissions | Privacy PolicyE-Mail This ArticlePrinter-Friendly FormatMost E-Mailed ArticlesReprints Topics AlertsiVillage IncorporatedAdvertisingComputers and the InternetCreate Your Own | Manage AlertsTake a TourSign Up for Newsletters
 

Pop-up

windows

have

earned

the

scorn

of

readers,

who

say

they

find

the

ads'

multiplying

images

annoying.

iVillage,

a

network

of

Web

sites

for

women,

says

it

is

heeding

its

readers'

complaints

and

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http://www.nytimes.com/2002/07/29/technology/29POP.html

NYTimes.com - Pop Go Those Blasted Pop-Up Ads, iVillage Decrees 2008 November

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Pop-up windows have earned the scorn of readers, who say they find the ads' multiplying images annoying. iVillage, a network of Web sites for women, says it is heeding its readers' complaints and pl

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