To the Editor:
Re “Testing Mobile Ad Blockers” (Business Day, Oct. 1):
Thanks for the report on Purify, one of two ad blockers that work with the iPhone and iPad. The time-to-load comparisons across websites, with and without the blocker, were so compelling that I installed the app immediately.
And, no, I had no qualms about the ethical conundrum in the reporter’s preamble: the software’s potential to cut ad revenue to a host of websites and thus undermine their economic viability.
Indeed, the Internet has destroyed so many print publications—sucked so many advertising dollars away from newspapers and magazines—that perhaps this software will lead to a turnaround. If ads suddenly become less effective on the web, maybe advertisers will return to, and re-energize, print.
BILL APPLE
New York
