I don't think anyone is purchasing on CPI anymore. What happens is with the multiple pageviews the odds of a click go up. It's not linear, so you won't get 3x the revenue on a 3-page article v. a 1-page article, but it's still an increase.
I've found Cracked is pretty bad with this. "Oh, you wanted to look at a Top 10 list? Here it is over 4 pages."
this is completely incorrect. the majority of (non-adsense) ads are still sold on a CPM impression basis. the rates you get will be better if you have a solid click through rate, however.
I've found Cracked is pretty bad with this. "Oh, you wanted to look at a Top 10 list? Here it is over 4 pages."