A colleague informs me that 98% of people who are reading a story on the New York Times on-line version do not "turn the page" when the story jumps to a second page. If that is the case, it presents a crystal clear rationale for redesigning the website, taking advantage of the flexibility one has in graphic design to make it more likely that people will read more of the high quality content that The Times offers.
Let's do a little crowdsourcing here. How would you design the web version of the newspaper to encourage and enable subscribers to read more of these stories?
My simple answer, although I don't know if it is technically possible, is to have the story automatically expand as it senses your cursor reaching the last paragraph on the first page.