Publishers See Finite Rewards From Infinite Scroll

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by: Lucia Moses | Digiday

Publishers are in a battle for people’s time and attention. And one of the more popular weapons in their arsenal is the infinite, or endless, scroll. Made popular by Facebook and Twitter, it loads content continuously as the reader moves down the page. Quartz, Time and Bloomberg are among its adopters, and executives there say the endless scroll induces people to view more stories than they would have without it.

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