Sports Illustrated is testing out a payway system that allows readers access to their print articles early if they first watch a 30-second video ad.
According to ADWeek, Selectable Media, the provider, has been testing people's willingness to watch video ads in exchange for free WiFi, music and games. However, this is the first public test with a major magazine.
According to MediaBistro, viewers will be shown a few ads, and they will be able to choose which ones they want to see. After viewing the ads, the article will be unlocked for 24 hours.
Selectable believes that 50-70 percent of visitors will end up viewing the ads on Sports Illustrated's site.
According to Business Insider, Sports Illustrated articles are usually available for subscribers to view until the issue is not available on newsstands.
As of now the ads are only applied on desktop, as well as to various Sports Illustrated stories, which was usually available right away to paying subscribers.