Engagement farming doesn't merely sell advertisement.
It habituates cognition to a higher base level of engagement-stimulus, and THAT part works regardless of whether you eventually click through or buy a product. Simply seeing a clickbait headline stimulates the brain even if your higher-level critical thinking recognizes the bait and reminds you not to click the link. Your reaction of eyeroll, disdain, disgust, annoyance as you scroll past it is still a state of neuro-endocrine excitement. And every public and private experience is now being reshaped around engagement.
You simply cannot sustain that throughout entire narratives in long-form novels. If everything is the most important thing, then no thing is important. Narratives need dynamic range. The longer the narrative, the larger the range.
The movie "Run, Lola, Run" was a deliberate exercise in maintaining the constant tension of narrative excitement. But even that film only worked because it was an outlier within a storytelling medium with a wide range of immediacy levels. if every film was at that same intensity, the collective audience would become less interested in film as a medium, even if they couldn't explicitly explain why. It's why narrative arcs like the MCU can't perpetually dominate the field. You can only escalate the "existential threat to the country planet galaxy universe" so far before you escalate yourself into a corner.
You either have to balance the excitement with tedious characterization backstory or throwaway "monster of the week" episodes to preserve the value of the single long-form payoff, or you have to abandon the single long format buildup and shift toward a series of constant lower-level hits which must necessarily be kept short and narratively isolated from each other to preserve their punch.
In this unacknowledged global epidemic of tech-caused dopamine tolerance, we have chosen the latter.
The activity hasn't changed, but the functional payoff of the activity has. It's not that people are reading less, it's that what they are reading is less durable. It has to be, in order to maintain the stim level of each short snippet.
The article says "reading for fun is plummeting". Well, when people scroll 8,000 words on their socials, are they not reading for fun? I'll answer my own question -- no, we are not, because our cognition is being reprogrammed on a massive scale. The nature of "fun" has changed from more of a satisfaction-completion model to a stimulation-maintenance model. Ask yourself whether you ever feel satisfied or fulfilled at the end of the night after interstitially side-scrolling your feeds for two hours. Have you finished it? Do you ever get to any sort of end of the feed and feel that "Ahhhh.... now I see how it all came together" cognitive payoff you used to get from finishing a novel? Even when you stop scrolling, is it because you have reached fulfillment and enrichment, or is it simply because the time has come to force yourself to darken the screen and go to sleep just so you can make it through another day of work?
Stories like this one always result in people upping initiatives to push books on kids, as if access to books is still as rare and challenging and elitist as it was in 1897. In fact, the supply/access to books in 2025 is so pervasive that the monetary value of individual books is approaching zero. Which is why we now have hundreds of thousands of people with a "Little Free Library" in their front yard or church lawn or local park where they literally give millions of books away for free to anyone who wants one.
But access is not the cause of this story. If "reading for fun" is plummeting, it isn't because people are having a hard time finding books, it's because people are having a hard time reading books, because it simply isn't fun anymore. The cognitive nature of "fun" has changed, so when our brains are looking around the local environment for sources of "fun", the "fun" provided by long-form reading is being compared to this new level of "fun" which is immediate and infinite and probably already in your hand/pocket right now.
As Alanis Morrissette sang: "I've got one hand on my cellphone, and the other one is scrolling my cellphone screen."
It's dopamine all the way down.