Websites are an interactive media. Traditional media like radio and television tends to be passive. People sit back and consume the content.
Websites are made to be interactive. Visitors armed with keyboard and mouse are prepared to use them. This has been a challenge to companies trying to slap their traditionally formatted media onto their website.
If you are producing long formatted content like books and televisions shows then consider breaking it up into smaller chunks. Also provide ways for people to interact, rate, share and give feedback about the content.
How interactive is your website?