Don’t expect the public to read you because what you’re writing is important, just grab them by the throat by using every cheap trick at your disposal, from sensational, teaser headlines to hyperbole and synthesized conflict within the article. If the story is worth telling, you’ll be doing more good than harm by reaching more readers.
Not sure if I agree with him (i.e.: that this is the way things should be) but he does make a valid point. Writing on the web means writing for a significantly different medium, one where distraction is forever a concern. (thx, Greg)