In her article, Anne-Lii Päiv comments on the contemporary media landscape where the measure of an article’s success is increasingly tied to the number of clicks it generates. She argues that the popularity of an article is often seen as a marker of its quality, overshadowing the importance of in-depth thought and impartiality in journalism. This shift, according to Päiv, reflects a worrying trend where sensationalism may be prioritized over substantive reporting.

Päiv also identifies recurring topics within the Estonian media that consistently draw high levels of engagement from readers, including education, religion, and the Russian Theater. These themes not only attract significant attention but also shape public discourse in Estonia. She emphasizes that, despite the rise of click-driven content, there remains a profound need for thoughtful and high-quality journalism that goes beyond mere popularity.

Ultimately, Anne-Lii Päiv's reflections raise important questions about the future of journalism and its role in society, particularly in a digital age where content is often reduced to metrics. Her call for a return to more meaningful journalism challenges both media producers and consumers to reconsider what they value in news reporting and to seek out richer narratives that foster informed public discussions.