Continuous scrolling

You've probably seen "articles that seamlessly transition to new content, without requiring readers to click or tap headlines and then wait for new pages to load." Time seems to be using it to bait-and-switch - bring in users using social-optimised content, and then present the 'serious' news that they 'should' be reading: "World news typically doesn’t receive as much social engagement as softer content does, but Time’s redesign means more visitors will at least be exposed to hard news" Others transition the users to related news, not the editorially chosen 'top stories' seen on Time and Quartz. Hence, on NBC News, some "stories are compiled into “storylines,” so if you’re interested in “hot cars and kids,” you can read a stack of more than 30 stories." - Time.com’s bounce rate down 15 percentage points since adopting continuous scroll | Poynter.