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Jordan Hoffner, CEO of Salon Media Group, is not surprised at the attention his site is suddenly getting.

Salon is likely the first publisher to ask users running ad blockers to either turn them off or make up for it by letting Salon use their computers' processing power to mine cryptocurrency in the background. The Financial Times (which has itself gotten creative with readers who run ad blockers) reported the news on Monday. The media world turned its head.

"Being a journalist, I knew it was going to be a big story," Hoffner says. "But that's not why we did it. We have a profound problem in the industryad blockingand this was one way to bring light to it."

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