Or widen the readership. You can either convert causal readers to serious readers, widen the audience to include more serious minded readers, or mix both. I think there’s a winning combination in there.

In any case they wouldn’t be the first media outlet to engage readers on the easily digested stuff but sprinkle in more challenging pieces. That’s pretty standard affair for most magazines and newspapers. Their innovation is in making sure their content gets shared, and that doesn’t just apply to listicles.