How the Dutch De Correspondent seeks to remedy distracted reading through careful linking

De Correspondent is a “Dutch journalism platform” with 30,000 paying subscribers, a business model that depends on deep engagement and loyalty. Sebastian Kersten writes about the organization’s efforts to keep its audience reading in-depth by thinking carefully about its link practices. “One of the most distracting phenomenons during reading are links,” writes Kersten. “They keep pointing us to directions that are probably valuable, but at the same time force us to make a decision: to click or not to click.” To keep readers attentive to De Correspondent’s content but still provide value, they made tweaks to linking in three ways: focus, relevance and context.

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