I'll be honest about this...
The only time I am even tempted to read any article whatsoever (whether it is Magic related or not), is when it has several components:
A) It has to be a fairly lighthearted read, without requring me to have a PhD in Magic or Magic history in order to understand or appreciate. Most "good articles," actually, put me to sleep after the first sentence. I perfer something more whimsical, to the point, and, if possible, funny...
B) I enjoy something short but at the same time informative and with a point. I don't have time to read Magic related writing, and I am not that interested in it either, but if it is something along the lines of the "20-Point Fireball" articles, I'll gladly skim through it and read whatever grabs my attention. I like small bits of info that is littered with some sarcasm as well as some possible insights.
C) I enjoy focused reading. I major in philosophy and psychology, after all. That's exactly the reason why when it comes to games, such as Magic, I perfer something that is less focused and offers more variety. To put it nicely, I don't give a crap about your new deck, or your combo, or your favorite card, or your strategy, or your tournment report. That stuff should be left for me to realize and learn on my own. But your opinion, review, remarks about new cards, new trends, new decks, and gossip about this or that, these things I can appreciate. Again, it's the reason why I like "20-Point Fireball."
D) Please be evil. Being nice is boring. Slam someone, something, a card, a WotC employee, Mark Rosewater, I don't know. Be honest, usually it's funnier than being nice and fluffy. There is a lot of issues to b***h about. Why it takes WotC about a month to release the Online version of new cards? ProPlayer cards? Why do they still insist on making 100% unplayable cards (One with Nothingness)? Why do they insist on making cards that are so good they get played in almost any deck that can afford and use them (Jitte comes to mind)? Why in the world is Mirage being released for Online play (no really, why?)? Why Mark Rosewater, Jay Moldenhauer-Salazar, and Aaron Fosthye will be reponsible for bringing the game to its end if they continue to be employed by WotC? Why the game is still degenerating even after the oh-so-holy-self-pronounced Ravnica (a.k.a the set that shamelessly seduces fools with its "gold cards," trying to do what Invasion did)? Why the idea of "hybrid" cards is so stupid that someone at WotC should get fired for it right now? Why people are so stupid to think that Dimir Cutpurse is such a big deal? Why people are even stupider to attribute such high value to Circu, Dimir Lobotimst? Why the new "dual lands" are overhyped, even more so by the sales people to make sure that their value is amplified?
I could go on forever...