I’ve been working with Gripped Publishing for years, building out custom solutions for highly trafficked websites (over 1 million visitors per month). Recently, I added a feature to two of their magazines (runningmagazine.ca, and cyclingmagazine.ca) that you’ve probably seen on sites like Time Magazine: which is to immediately load up the next article when you get to the bottom of the page. For mobile and desktop visitors, it makes it easy to explore and find new content. It also accomplishes other goals such as reducing bounce rate, and delivering more ads.
To make it all work involved designing a new ad delivery mechanism that will work with continuous loading content, and tweak the way the websites work to get it all in-line. A fun project, and they are loving the result.