If you want to reach more people, if you’re measuring audience size, then the mantra of the last twenty years has been simple: make it dumber.
Use clickbait headlines. Short sentences. Obvious ideas. Little nuance. Don’t make people uncomfortable or ask them to stretch. Remind them that they were right all along.
Generate a smile or a bit of indignation. Most of all, dumb it down.
And it works.
For a while.