Traditional media has struggled to redefine itself as the blog format has taken off. So to redesign time.com, we took a page from the blog playbook and designed a responsive site with articles that flow one after the other in an infinite scroll. The layout adapts well to breaking news, accommodates different story formats and incorporates smartly-placed in-stream ads. Which all adds up to visitors losing themselves in articles about Hilary 2016 faster than those memes of her texting celebrities.