Following a successful initial trial banning ad blockers from its website on the Firefox browser, UK business newspaper City A.M. has rolled out the technology across all browsers.

The tech, which it started trialling in October, prevented users accessing content on the cityam.com website’s Money section unless they turned off their ad blocker or whitelisted cityam.com.

Initial results show that the number of Firefox page impressions went from 22% to 15%, with no change to exit rate. However, 21% of ad blockers being turned off when users were banned from articles.

“The results of this trial are very encouraging and suggest that many of our users value our content enough to turn their ad blockers off,” said City A.M. digital and social media director Martin Ashplant. “We have also been heartened to see that where users do turn off ad blockers they go on to view many more pages than the site average.”

Chief executive Jens Torpe went on to stress the importance of online advertising revenue to finance quality journalism: “This trial was very important to the business so we are pleased to be in a position to roll out the technology so soon after the initial trial period.”

Mobile users are not currently affected by the updates.