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OT: Why do so many news sites hide 75% of their article under a "keep reading" button that you need to push to reveal the rest if the article?

There are no ads in this site shown there, you just see the article footnotes and the site footer.

Is it to not scare the user with a long article before hooking him?

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Might be as a way to differentiate between page views and people reading the article. I think Quora does this. You get a separate counter for people who expand your post.

Maybe to also break reader or rss views, but I feel like we’re a pretty low percentage of the hits.

surely attaching an onscroll handler would also work and be less intrusive?

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