Make Each Paragraph Short
http://www.theprices.com/3tipmak.htm

Communication Circle, The
1998

Abstract:

People are more likely to read a short passage of text than a long one, especially if they have to make an extra effort, like scrolling, to do it. Onscreen text is more difficult and time consuming to read than hardcopy text, which makes people even less likely to thoroughly read long sections of text on a computer.