It’s still up for debate whether that’s best done with a clean, uninterrupted experience, or by using a shotgun method and a blast of related content.
Regardless of the approach they’re opting for, optimising the content discovery process is an overriding theme—Time Inc.’s multiyear, $100m deal with Outbrain highlights just how important routing readers to the next story has become. Two-by-three, bottom-of-the-story widgets and “Most Popular” rails have been ubiquitous for a while now; full homepage footers and continuous scroll are increasingly finding their way into redesigns.
Popular Science opted for the latter in its recent site relaunch, unveiled last week. Continuous scroll and a single-column, minimalistic black-and-white design get out of the reader’s way.