Does anybody remember the time when articles on the web were mostly single page (and you scrolled down to read them - hey mice even have scroll wheels for that)

Does anybody remember the time when articles on the web were mostly single page (and you scrolled down to read them - hey mice even have scroll wheels for that)? Then the ads people figured that they can cram in more ads by splitting articles every 10 lines and reading them became totally annoying. If Apple can force the content back to single page, I am all for it...