The article page is the new homepage, so what goes on underneath articles seems to be the paramount concern when redesigning a media site.

Infinite scrolling is highly trending as an interaction behavior on pages. The basic functionality is that, as the user scrolls through content, more content is loaded automatically. Offers an efficient way to browse that ocean of content, without having to wait for pages to preload. Rather, the user enjoys a truly responsive experience, whatever device they’re using.

Some, like Time and Quartz, choose to “quietly suggest” a particular story. Others, like the LA Times and Cosmo, are using the space below stories to offer lots of choices for readers. But all of them have redesigned with an eye toward that second click or page view.

Bloomberg Business has a similar strategy. Its own infinite scroll implementation, introduced with its redesign in January, serves readers new articles based on a recommendation algorithm. The feature, dubbed “the Transporter,” uses signals about what’s popular on the site to determine what to present next.

At, the new article that appears at the end of the article a user is reading is served based on a recommendation algorithm. It’s not personalized yet; the algorithm bases its recommendation on what content is most popular on the topic of the original story. The intent is to help users who get to the end of a story to keep on reading more.

Some sites have dead ends, others create paralysis of choice. We choose to quietly suggest more stories, which users can easily scroll into or just ignore. It’s all about that one moment..

Infinite scrolling can be an innovative feature that greatly improves an interface by exposing content and making performance more efficient. But it needs to be used correctly. It took us a long time to get this one out. We wanted to get this in a good place to launch it, but we also know that no site is perfect.

Finally, nothing could have been possible without the hard effort of Atcom’s development team and technical team. It’s worth mentioning the the valuable guidance of the journalists and editors in chief.