Readers of Fortune and Health magazines have a new way to pay for their subscriptions starting Tuesday: bitcoin.

Time Inc. has joined with bitcoin wallet company Coinbase to offer the digital currency as a subscription payment option for magazines including Travel + Leisure and This Old House. The partnership, which Time said it hopes to expand in the coming months, is the latest sign that bitcoin’s appeal is growing among mainstream companies.

Launched in 2009, bitcoin is an electronic currency that is created on computers and traded among people who store it in digital wallets. Despite volatility in the price of bitcoin in the past year, more businesses have begun to accept bitcoin as payment. Computer maker Dell Inc. and travel-booking company Expedia Inc. are among the companies that recently started accepting bitcoin.