Skip to Content

Why Wired’s Website Is Going Ad-Free

A Man Walks Past the Remains of an Old Billboard AdvertA Man Walks Past the Remains of an Old Billboard Advert
Goodbye, ads.Oli Scarff—Getty Images

The people who brought you the first ever banner advertisement are about to eliminate display ads entirely—for a price., the online home of Wired, a tech-centric publication in the Condé Naste portfolio, has debuted its plan to launch a website free of ads. The first banner ad appeared on, the magazine’s original digital presence, in 1994.

Get Data Sheet, Fortune’s technology newsletter.

The new website option, Wired wrote in a post, is intended to counter the rise of ad blockers, a technology that prevents online ads from appearing on a person’s computer screen. It will cost subscribers $1 per week to access.

Ad-blocking tech gained a boost in popularity after Apple (AAPL) began allowing ad blockers on its mobile Safari browser last fall. Despite the attention on smartphones, “almost all” the ad-shielded readers—that’s about 1-in-5 people—visit via desktop computer, Bloomberg reported, citing Wired.

“We know that there are many reasons for running an ad blocker, from simply wanting a faster, cleaner browsing experience to concerns about security and tracking software,” Wired wrote in a note on its website on Monday. “We want to offer you a way to support us while also addressing those concerns.”

For more on ad blockers, watch the following Fortune video:

Readers who favor ad blockers will soon have a choice to make: Either stop blocking ads on, or pay to subscribe to the ad-free version.

The alternative website will go live “in the coming weeks,” Wired said.