Conversely, the last blog post we wrote was 8,000+ words and took months of testing, yet the average 'read' time is under 2 minutes. I'm convinced there's a correlation between interested technical users and the blocking of analytics scripts - but if I were to naively look at the data, I'd also come to the conclusion that "lower effort" was better return on investment. I wonder if these tech journalism establishments are following their analytics and A/B testing themselves into oblivion.