NEW YORK (Reuters) - Internet media company iVillage Inc. , which targets women, is doing what most Web surfers have been craving for: it's going to ban most pop-up ads on its site by the end of September.

The company said the move was in response to feedback from a survey it conducted among its visitors that found 92.5 percent of its readers found pop-up ads to be the most frustrating feature of the Web.

"We have built iVillage by listening to what women want, and our move to eliminate pop-up advertising is a direct example of this," said Nancy Evans, co-founder and editor-in-chief at iVillage, in a statement.

A small number of pop-up-like ads may continue on the site but will be primarily tied to research and in-house subscription offerings and will account for less than one percent of all ads running on iVillage, the company said.

The survey, conducted by iVillage with Vividence, showed that pop-up ads can generate high brand awareness but not always in a positive way, the company said in a statement.

"IVillage studies show that, while women on the iVillage site are receptive to various forms of advertising, such an intrusive ad can actually negatively impact the advertiser," the Internet media company said in a statement.

The company said it has been working closely with its advertisers to convert current pop-up ads into other formats to help yield higher results.