I should have known it was coming, especially in a newsroom full of quick-witted journalists. “So, about AdGate…” That’s how a staffer began her question during a recent meeting of digital editors. It was a pointed reference to the outcry over an initiative we began in mid-December asking Forbes.com visitors who use ad blockers to turn them off. If they did, they’d get a new an ad-light experience for 30 days. If they didn’t, they’d be denied access to our content. Ad-blocking fans quickly took to Twitter to denounce us. There was discomfort internally, too. The inquiring FORBES editor wanted to understand the initiative’s impact on contributors, who are part of our audience-based incentive plan. Her concern: If too many ad-blocking users bolted rather than disable the software, the one-two punch of fewer readers and less sharing across the Web could negatively affect a writer’s income.

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