AndyA - 6:00 pm on Mar 30, 2010 (gmt 0)
One size does not fit all here. Some people aren't going to mind scrolling down to read an article in its entirety, yet others will. Some won't mind multiple clicks to different pages to get the full story, but others will.
I don't mind scrolling down to read an article, but I don't like it when there's a big section of ads right in the middle, along with ads and other junk in side columns. Makes it very difficult to follow, in my opinion. And that "Story continues after break" notation is often where I abandon the site.
I don't mind ads embedded within the article, as long as your eye can continue to follow the text, and not have to skip over a big break for ads.
I think a lot has to do with the site's topic, configuration, and whether or not the site is predominantly informative or mostly sales oriented.