If you’ve got a day job, you’re probably doing your online reading in the mornings and nights. Because the web has so much content (good and bad), readers typically jump from article to article very quickly searching for the goods.
You just don’t have that much time
I find myself scanning before committing to a read. Headlines, bolded text and bullets greatly help when scanning, but even better is an article that gets straight to the point, is catchy and stays focused.