Part of the challenge for publishers lies in deciding what they really are. Following a quantity over quality model might work well for many. On the other hand, Wired (as distinct from Condé Nast) have traditionally had a different kind of relationship with their readers. There&#x27;s an emotional bond between many in the tech community and the Wired brand, which calls for a higher level of trust, but at the same time delivers a much more loyal type of readership.<p>I would probably not pay for access to Wired without advertising, regardless the price. I am more than willing to pay for services, or access to information that I can rationalise as an investment, but (apparently like many others) not for entertainment. On the other hand, I&#x27;m more than willing to disable ad blockers on wired.com, as long as I know everything include is served from their own network, and that they take my security as seriously as I do. Some friends can be trusted with unsupervised access to your home, but those are special friends. Wired have to convince us they&#x27;re a special friend.