The full article is close to 100 paragraphs. Putting that all on one page would intimidate and lose a bunch of readers. Even choosing to put 15-20 paragraphs on a single page makes it a "wall of text" that will put off many readers.
Of course, the real problem is the short attention span of the Internet age but it's hard to fault them for trying to avoid scaring off users.
Wrong metric. They should care about the number of ads viewed and the click through rate. And the amount of viral sharing and facebook likes and that kind of stuff. They aren't a charity remember.
Of course, the real problem is the short attention span of the Internet age but it's hard to fault them for trying to avoid scaring off users.