Let me take another view on this. Adblocking <i>is</i> on the rise according to, basically, everywhere. I&#x27;ve installed it recently in my family computers since it&#x27;ll protect them from many nasty stuff besides the ads. However, they are surely not able to add any site to the whitelist (they just know they don&#x27;t get advertising).<p>Furthermore, with population aging, I think that for the next 10-30 this will make the adoption even stronger. So let&#x27;s say that it keeps going on until most of the people use some adblock. What is the situation then? Let&#x27;s explore one option:<p>No one sees advertising&#x2F;tracking on the web. Newspapers, magazines and others have either adapted or died. So, for Wire&#x27;s example, allowing for an ad-sponsored site makes no sense since most of the people use adblocking so there&#x27;s not much public left. Now I don&#x27;t know anything about paid online magazine, but I&#x27;ve read that their numbers are not so great.<p>So who&#x27;s left?<p>- Websites that do it for free to scratch an itch such as codinghorror and Joel on Software.<p>- Corporate blogs that act like news press to improve the brand. This could include Tesla&#x27;s blog, SpaceX&#x27;s news, etc.<p>- Blogs that make it a content strategy so you buy their product such as GrooveHQ.<p>- Personal or professional review sites with referral links.<p>This is arguably a stronger change than when printed papers went online or when they went mobile, since their business model remained unchanged. It&#x27;s a change of business model, so they will have to adapt somehow.