The infinite scroll

The headline is decently grabby, and the story seems likely to be authoritative, engaging, and brief. All of which is to say that it is worth a click. So you click it.

You manage to close these various boxes, and now you can scroll. For a few seconds, anyway, until another ad creeps down from the banner ad above the headline. This one is pushing an online subscription to a different newspaper’s crossword puzzle. It briefly stops downward progress, then disappears. From there, it’s easy cruising for three ordinary paragraphs and one declamatory, single-sentence Sportswriter Special, before it’s time for another ad—a home treadmill—and then another paragraph, and then a large photo.

All of this was, at some point, a choice. And then, at some later date, it wasn’t anymore.

Source: The infinite scroll – Columbia Journalism Review