"Chunking" Information
http://www.webstyleguide.com/site/chunk.html

Lynch, Patrick J. and Sarah Horton
Yale University
1999

Abstract:

Most information on the World Wide Web is gathered in short reference documents that are intended to be read nonsequentially. This is particularly true of sites whose contents are mostly technical or administrative documents. Long before the Web was invented, technical writers discovered that readers appreciate short 'chunks' of information that can be located and scanned quickly.