{"id":5325,"date":"2015-09-21T17:03:03","date_gmt":"2015-09-21T17:03:03","guid":{"rendered":""},"modified":"2015-09-21T17:03:03","modified_gmt":"2015-09-21T17:03:03","slug":"the_apple_ad_blocking_debate","status":"publish","type":"post","link":"https:\/\/admin.rushlimbaugh.com\/daily\/2015\/09\/21\/the_apple_ad_blocking_debate\/","title":{"rendered":"The Apple Ad Blocking Debate"},"content":{"rendered":"

\"Listen<\/a><\/p>\n

RUSH: To the phones, Tyler, Dubuque, Iowa. You\u2019re up first. Great to have you on the Rush Limbaugh program. Hi.<\/p>\n

CALLER: Hey, Rush, it\u2019s great to talk to you. I\u2019ve called a couple of times. Always a pleasure to talk to one of the greatest talk show hosts in radio history, at least in my opinion.<\/p>\n

RUSH: Thank you, sir, very much. Very flattering, and I appreciate that.<\/p>\n

CALLER: So I told Snerdley that I was gonna talk to you about the iPad and their ad blockers, but it seems like that was a little bit of a snippet that you were using to talk about Ben Carson and Donald Trump\u2019s treatment in the media —<\/p>\n

RUSH: No, no, no, I took your call because you want to talk about the ad blockers.<\/line><\/p>\n

CALLER: Okay, well, yeah, I wanted to say that I think in the end the consumer is what\u2019s gonna win out here. It\u2019s already happened on desktops, and I think that eventually that the customer or companies are either gonna have to adapt or they\u2019re gonna go out of business, just like Blockbuster did. I mean, Blockbuster tried to compete with Netflix, and there\u2019s not too many Blockbusters around left. So I think what\u2019s gonna happen is they\u2019re either gonna have to find a way to make the ads in such a way that consumers will —<\/p>\n

RUSH: See, that\u2019s the thing. Some of my little tech blogger buddies — they don\u2019t know that they\u2019re my buddies. I just call them that. They probably would be really offended if they thought that I was really their buddy. I just call them that. But they work in this business, and some of them will even admit to you that they\u2019re culpable in this, that they\u2019ve allowed their websites to just get overpopulated with garbage. <\/p>\n

But, folks, look, on an iPhone, particularly a smartphone, when you have a website that takes 45 seconds to load everything, I mean, things you don\u2019t even see being loaded, the trackers you don\u2019t see. You see the video player being loaded, you see the ads being loaded, but there\u2019s much, much more. All the trackers and the analytics from Google that are being loaded on these websites, you never see it, but it\u2019s why your bar never finishes for 45 seconds. You can read what\u2019s on the website maybe within 20 seconds, but your battery is churning for that full minute while all this stuff is loaded. And sometimes the content doesn\u2019t load fully until all these things do.<\/p>\n

And then you\u2019re shown how you can have every website you visit load in 10 seconds? What are you gonna do? So the genie is out of the bottle. One of the problems is that tech bloggers are not fully into capitalism, even though they practice it. They\u2019re obligated to condemn it, speak out against it. And the way that manifests itself is they are now ripping Apple, because Apple created the possibility of the content blockers in iOS 9 and at the same time Apple has set up its own news app, and they\u2019re making deals with news providers. They can put everything on their website, their news stories and Apple\u2019s news app and sell all the adds they want, Apple gets a take, and there are no blockers. (interruption) Yeah, well, you could white list the sites you like, but that\u2019s not gonna solve the problem. <\/p>\n

White listing is not gonna solve the problem. The genie\u2019s out of the bottle. So what\u2019s gonna happen, this guy is exactly right, the consumer is gonna determine what happens here, and the advertisers, Madison Avenue is not just gonna sit there and say, “Oops, we have been snookered.” What\u2019s gonna happen is there are gonna be all kinds of creativity. We\u2019ve already led the way here in radio years ago on this. We are truly the trailblazers. What\u2019s gonna happen next online is advertising is not gonna look like advertising. And it\u2019s not gonna have pictures. It\u2019s gonna present to you as a news story. <\/p>\n

Creative writers are gonna write stories about a product or that you\u2019re gonna think is a review or maybe somebody really recommending, when in fact it\u2019s gonna be an ad. And it can\u2019t be blocked because traditional blockers haven\u2019t yet been written to block that kind. Or they\u2019ll come up with some way of disguising what looks like content as an ad, in order to get past the blockers. I mean, too many people are depending on this revenue, too many websites. And not all of them are like us. You know, we can charge. We have rabid fan base that pays for our content here because I\u2019m special. But most websites cannot get people to pay for their content. That\u2019s why they have to sell advertising. We do both. That\u2019s because we\u2019re good.<\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: No, no, that\u2019s a good point. It\u2019s not just on Wi-Fi. It\u2019s also on cellular that your websites can load in five seconds or less, even on cellular. So you save data, charges save battery. A lot of battery and data charge. But there are a couple of other things about this that I probably should pass along to you. <\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: Just two other observations about the new content blockers that Apple has made available on iOS 9. They are for the web browser Safari only. They do not work on Google\u2019s browser, Chrome. Strictly Safari. But two things about this. It really may be the primary reason Apple is doing this. And there are perhaps three major reasons. But I would have to say the top reason that Apple is doing this, and this is my wild guess based on things that I\u2019ve studied and read.<\/p>\n

<\/a>Steve Jobs, before he died, declared back in the days when Apple only — I say only. Their cash reserve was $40 billion. Now they\u2019re over $200 billion. Back when they had $40 billion — and it was still more than anybody else had — Jobs said he would spend all of it to destroy Google. He said he was ready for thermonuclear war. The reason was Android, he believed, was stolen from iOS. Eric Schmidt used to be on the Apple board. He was on the Apple board when the iPhone first came out in 2007. If you look at Google\u2019s Android phones around then they were clunkers. They had keyboards, hard button keyboards on them. They were nothing like what the iPhone is or any other smartphone today. <\/p>\n

Shortly after that Google announces they\u2019re totally redoing their phones and Android phones begin to look just like iPhones, as Samsung\u2019s did, and Jobs was not mad at Samsung — well he was, but the focus of his anger was Google. Well, Google\u2019s primary source of revenue is advertising sales all over the Internet. And the best way, the fastest way to launch an attack on Google is content blockers, ad blockers on Apple because the percentage of iOS users in the developed world, with customers that spend money, is an overwhelming percentage using Apple\u2019s iOS. So if Google sees a severe decline in revenue from iOS devices, iPhones, iPads, and all that, it would be a huge chunk out of their revenue stream. I think that\u2019s among whatever other reasons there are for this, that\u2019s one of the big ones. <\/p>\n

But there\u2019s another thing to consider here, too. We talk about the conservative media, folks, and a large part of the conservative media is online. There are blogs and there are conservative websites. And of course the vast majority of those are advertiser supported. I don\u2019t know how many conservative websites have pay walls. I don\u2019t know how many conservative websites actually charge for subscriptions in order to access content. If there are some, it isn\u2019t very many. They\u2019re all advertiser supported. <\/p>\n

However, the left has their websites, too. I mean, every major network website is a Democrat Party website, for all intents and purposes, plus CNN, and they have most favored nation status with advertising agencies and ad buys. CNN with no audience still sells out. Even if it may just be for $5,000 a spot, they still sell out because little activist media buyers make sure that some money goes to CNN to keep them afloat. That kind of decision doesn\u2019t help, say, Fox News or other conservative outlets. <\/p>\n

The point being that if a lot of conservative websites are harmed by virtue of the ad blockers, it could be the end of some of them, because they\u2019re otherwise not independently supported. Maybe some get donors, I\u2019m sure some of them have benefactors and so forth. But the point is, liberal or Democrat websites, if you go look at the \u2019em, you\u2019ll see the Democrat Party is a regular sponsor. You won\u2019t find the Republican Party is a regular sponsor on a whole lot of conservative sites. The Democrat Party is a built-in sponsor. <\/p>\n

The Drive-By Media websites will survive whether there are content blockers or not. The game is rigged on their behalf. They\u2019ll find a way. But it might be tougher for these conservative websites and blog sites to survive. And what you\u2019re already seeing is the sites are acknowledging the existence of the blockers now and asking users to white list them. Now, what that means is, in each one of these blockers — well, not all, but most of the blockers that you would download and buy, if you go into the settings, you\u2019ll find a way to white list various websites, meaning no blocking, and every ad and every tracker that\u2019s on that site will come to you. If you want that site supported by your clicks, then you can white list it. <\/line><\/p>\n

But that\u2019s asking for an act of loyalty and customer behavior that is not common. Customers patronize ads on websites, and that\u2019s the statement. But then to go further, they opt to get a series of blockers on their phone and then decide they have to go white list various sites. I mean, some users will do it, very loyal ones, but how many have ever even heard what white listing is? <\/p>\n

So it does have a potential. It\u2019s gonna hurt a lot of websites who can\u2019t find ways of adapting. By the way, that\u2019s what life is, folks. Life is ever-changing. I don\u2019t care if it\u2019s sports, politics, entertainment, all of life, the human condition is about adapting. Those who do prosper. Those who can\u2019t or don\u2019t, have problems. It\u2019s also the story of animals and their kingdom and so forth, they have to adapt. We have to adapt to various things. Others do. If you don\u2019t have the ability to adapt, rather than stay locked into something while change passes you by, you\u2019re running a much greater risk of becoming obsolete. <\/p>\n

So once these things happen and the so-called genie is out of the bottle, it\u2019s up to the business interests involved here to adapt. The content blocker thing, I don\u2019t know how it\u2019s ever gonna get put back in the bottle. I can see down the road where some member of Congress at some point might speak out against them and members of, say, Apple\u2019s board of directors or the executive team is called up to explain this. Congress can do anything they want, and I just don\u2019t see a successful effort to eliminate blockers via statutory law. But stranger things have happened. Depends on the powers that be and how much money they want to give to a politician or two to effect something like this. <\/p>\n

But it is just in its infancy now, just starting out. It\u2019s like anything else, if you listen to this program you\u2019ll be on the cutting edge. You\u2019ll know of mainstream events long before they become mainstream, and this is one of them. Keep a sharp eye \u2019cause this is rattling a lot of chains. It\u2019s dealing with a lot of people\u2019s livelihoods, their income streams. And this is a direct assault on the income streams of a lot of people. Internet service providers and website operators are kind of operating at a — I don\u2019t know if you call it a disadvantage or not, but the Internet, from its earliest days, content was free. And it became expected that everything on the Internet is free, including streamed video, music, textual content, whatever it is, it\u2019s supposed to be free. It\u2019s always been free. <\/p>\n

And people that come along and start charging for it have had beaucoup problems if they have not had vast, great popularity, if their content has not been special. Like the New York Times has not figured out how to do it yet. The New York Times, I don\u2019t know how many times they\u2019ve tried their pay wall, they\u2019ve tried “You get 10 articles free every month and then starting with article 11 you must start paying.” They\u2019ve tried every which way they can. But for how many years was the New York Times, every word in it and more, el freebo on the World Wide Web? And look what\u2019s happening to the print version of all of these papers and all of these magazines? They can\u2019t sell advertising in them. Their circulation is down. The number of pages are down. The number of readers is down. Advertising revenue is down.<\/line><\/p>\n

The Internet was looked at as a way to counterbalance that, either with subscription pay walls or with advertising sales, but they had created such expectations of free in terms of content on the Internet that when they started trying to charge for it, it backfired on even the biggest providers, such as the New York Times. I mean, the Wall Street Journal gets away with it, their content is somewhat special and related to finance in and of itself. But you don\u2019t need to pay to find out what\u2019s in the New York Times, because it\u2019s everywhere in the Drive-By Media. You don\u2019t need to pay to see what\u2019s in the Washington Post. And you don\u2019t need to pay to see what\u2019s in the LA Times, because it\u2019s gonna be found everywhere else. <\/p>\n

So they\u2019ve got big problems. Content blockers coming along and attacking the only revenue source they\u2019ve really been able to depend on is gonna cause major upheavals. And as I say, the way it\u2019s gonna manifest itself is these advertisers and their agencies are gonna try to come up with new ways to have their advertising presented to you, disguised as news stories or, who knows, contests, promotions, you name it. But whoever comes up with the most creative way of getting around the blockers is gonna get rich. It\u2019s the way it always happens in America, while America\u2019s still America, so act fast. <\/p>\n

BREAK TRANSCRIPT<\/p>\n

RUSH: One more, before we get back to the phones here very quickly. One more observation about these content blockers. It\u2019s not just on the smartphone or the iPad. Desktop computers. I gotta be honest with you, and I\u2019m this close to naming them. There are some websites that I used to use religiously in prepping this program that I no longer use because there\u2019s so much garbage and clutter that you can\u2019t find the content. And when you do find the content — these are news sites — when you find the content, it\u2019s not formattable. You can\u2019t find a way to print it. I can\u2019t. So for my purposes there is so much clutter — and I\u2019m not talking about the unseen things like trackers and the analytics that help websites analyze who\u2019s using them and so forth, I\u2019m just talking about the ads. <\/line><\/p>\n

There\u2019s so much clutter that it makes these sites impossible to use anymore for show prep. So they don\u2019t get mentioned by me anymore because I don\u2019t use them. It has become a problem. You can\u2019t find one entity to blame here. It really is a chicken-or-egg question. But I think the ad blockers, you give the consumer a chance to buy \u2019em, they\u2019re the number one app downloaded on the App Store right now. People are craving them because it\u2019s just gotten out of hand.<\/p>\n

So chicken or egg, whichever, but the point is it\u2019s gone way overboard here to the point that it\u2019s counterproductive for advertisers. These websites, these, too, I don\u2019t even try to load anymore, and I have gigabit Internet. I have fiber here, I\u2019ve got fiber speed, and I\u2019m just not gonna put up with it. And the end result after the load, after the page load, it\u2019s unusable on some of these sites. And to try to just focus only on the content to cut and paste, you can\u2019t even do that the way the sites built. So it\u2019s useless to me for my purposes, fine and dandy. It\u2019s just that those sites don\u2019t get referenced here and I don\u2019t patronize them so whatever clicks they might get don\u2019t happen with me. I\u2019m not saying I\u2019m any big deal in that regard. I\u2019m saying that this stuff has happened and when the consumer has a response to it and has the ability to react to it, the consumer will. <\/p>\n

You can blame Apple all you want, but ad blocking software for desktop browsers has been around for years. It\u2019s only on your mobile devices that it\u2019s new, and it\u2019s much more prevalent there because websites on mobile devices load much slower anyway. Processors are not as fast, and mobile speeds generally are not as fast as Wi-Fi speeds, although that\u2019s changing. But when you put a blocker, you\u2019d be stunned at how fast just the content of a Web page will load. You\u2019ll be stunned, as in the difference in 45 seconds and 10 seconds. <\/p>\n","protected":false},"excerpt":{"rendered":"

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