A large part of readers of online news websites find articles through social media. Especially the younger target group called ‘millennials’ enter the websites of news media through links on Facebook, for example. Often these readers leave as soon as they are done reading the article that sparked their interest and are lost forever to the publisher. Or at least until another article accidentally crosses their path.

But are they really lost forever? Wouldn’t it be possible to see this short-termed contact as the start of a relationship with the reader? In that case the article would be the starting point of something, rather then a one-off meeting that ends as quickly as it begins. Then we can ask questions such as: how does the reader continue from here, how can the medium seduce the reader and how does it become relevant (or keep its relevance) for the reader?