There are three good 1,500-word articles in here: one on Google’s ramped-up lobbying efforts, another on Google and Microsoft’s battles in China and the way business imperatives there cloud the stories they like to tell here, and a third on what’s really at stake for consumers and businesses when one company dominates web search. (Most of the patent stuff, which isn’t new and has been well-reported elsewhere, could be scrapped.) But as published, there’s no narrative through-line to connect those stories together. What we have instead reads like one huge newspaper article that’s crying out for the old Huffington Post’s “we-read-it-and-found-the-best-parts-so-you-don’t-have-to” treatment. (Business Insider, where are you when we need you?)

None of this is to suggest HuffPost should abandon long-form work. I’m only an occasional reader of the site, but I sought out this article precisely because I knew it represented a lot of effort on an important topic by some talented journalists. Whatever the limitations of the genre, long-form reportage offers a way to focus attention on a subject, and to signal that you’re demanding readers’ attention, in a way that shorter articles can’t. (It can also be, more cynically, an exercise in journalistic status-seeking.) But HuffPost should focus on bolstering its storytelling skills. There are still plenty of anonymous editors at places like The New Yorker, New York, The Atlantic, and elsewhere who know how to shape and trim raw copy. The next time Arianna feels like poaching journalistic talent from an establishment outlet, she might forgo name recognition and give one of them a call. It’d be a step toward making HuffPost’s well-reported long reads really worth reading.

If you'd like to get email from CJR writers and editors, add your email address to our newsletter roll and we'll be in touch.

Greg Marx is an adjunct lecturer at The Medill School and a facilitator with The OpEd Project. She served as an editorial board member, columnist, library director, and No. 2 in the features department of the Chicago Sun-Times.