"The free Net is dying! Here's how you can save it."

So read the headline of a May 17th column by David Coursey, Executive Editor of ZDNet's AnchorDesk. Mr. Coursey is writing about people using ad blocking software as they surf the net. Read on even if you're not using ad blocking software. It's that important because it's entirely possible your favorite site could disappear next.

Mr. Coursey wrote, "Blocking ads kills free Internet content."

I warned of this a few months ago. I even put up a web page when I redesigned explaining why advertisers are important:

http://www.boogiejack.com/whysponsors.html

The Internet media heavyweights are picking up on the topic now. I understand the situation first hand, so perhaps I can give you two real world examples that you can really sink your teeth into.

Advertising pricing levels are already at an all time low, but that's the subject of another rant. When you use ad blocking software, you're taking a portion of an already meager income away from the content provider you're enjoying. Here are two real examples, the site owners names have been changed to protect their identity:

Joe and Sam are both free content providers. Last April Joe made over $4,000 from advertising. This April Joe made $135 from advertising, and served about 200,000 more page views to get that. Sam has a similar story. Last April he earned about $2,000 from advertising. This April he earned $89 from it, and also served more page views to get much less money. Joe has continued to add free content to his site, while Sam puts all his new content into a members only section where it's pay as you go.

That's how a combination of low ad prices and ad blocking software have hurt their businesses. This story is repeated on thousands of web sites. Any site that depends on ad revenue to pay for the free content they provide is hurting now.

Their bills have gone up the same as yours, and it's hard to pay your bills when your income falls that much. Falling ad revenue is a major reason many dotcom's have failed or have had massive layoffs. It's the reason many major search engines now charge for listing your web site, and sooner or later they all will unless things change. And it's also why many sites like Joe's and Sam's have raised prices on the things they do sell. They're not trying to soak anyone, they're only trying to keep doing what they've been doing, providing high quality, free content - and eat.

Running a popular site is expensive. Most users don't spend money, they're only there for the freebies. Obviously, if there isn't enough income to pay the bills, something will have to change. Sites have been shutting down at an alarming rate, others are migrating to pay-for-content models or resorting to revenue raising practices they previously wouldn't have stooped to in a healthier business environment.

Some sites are even asking for donations. I seriously doubt if donations would make a meaningful difference. Most people just won't understand or care that it means the survival of their favorite free content sites. When one goes down, they will continue seeking out other freebies until they're all gone, then they'll wonder what the hell happened.

The sad truth is, Joe and Sam can't keep operating like this anymore than the big dotcoms that have lost millions and gone bankrupt can. They'll have to move to a pay for content model or close down. Or as Joe said, it's back to job-hunting and doing this part-time again. And if he does it part time, he'll scale back. He isn't willing to work 16 hour days for next-to-nothing anymore - life is too short.

No one can stop you from using ad blocking software, but don't be surprised when your favorite sites disappear or charge for all content and services. Those of you using this software are not only cutting the throats of the people behind the sites you enjoy, you're cutting your own throat in the long run. Sooner or later, you'll have to pay for everything if you don't let advertisers foot the bill for you.

And really, what's the big deal about ads anyway? They are on TV and radio, in newspapers, magazines, billboards, and every other place you can imagine. The only place people really gripe about it and do something about it is on the Internet - the very place where advertising actually provides tangible and immediate benefits.

Maybe I don't get it, but I was taught to be thankful for gifts others provide, not to work against the gift giver. That's my rant, and I hope you see it my way - or we'll all be waving goodbye to the free Internet and saying hello to the commercialization of everything except personal sites. Don't get me wrong, I love personal sites, but I wouldn't want that to be the only free content left.

Would you?

The ZDNet story referenced is at: www.zdnet.com/anchordesk/stories/story/0,10738,2761434,00.html.

-------------------------------------------------------------------------------- Dennis Gaskill is the creator and owner of Boogie Jack's Web Depot at http://www.boogiejack.com - a popular webmasters resource site ranking in the top 1% of the most linked to sites on the Internet. He is also author of the new book Web Site Design Made Easy and publishes Almost a Newsletter, named the Best Ezine of 2000.