Each sentence was to glide into the next.
There had to be a logical transition between paragraphs.
Any break in continuity incurred the wrath of the red pencil.
That was then - the 20th century.
Now, in a digital era, engagement is what is required. And, a tightly organized narrative could prevent that.
Instead, editorial oversight is being focused on what will get, hold, and increase attention. It takes that initial attention to prevent the current high rate of bounce among readers of content. Once they move on to other content or a walk to the coffee urn, that will cut off the possible sale of a cause, idea, product or service.
Actually, research has shown that a lack of symmetry sells. The less-than-perfect ad copy will usually generate more of a response than the highly polished promotional piece. A classic instance of that had been the Playboy photos featuring a sexy female with one shoe off or dangling. There was all-eyes. In the direct response business, the slogan is: Ugly sells.
So, I smirked (internally) when an earnest owner of a financial services marketing communications firm edited my draft to ensure smooth flow. I did what he instructed. And, what was obvious was that such tightly woven content was, well, boring. There was no opening for excitement to break out within the reader's mind and heart.
I never did an assignment for that business again. The odds are it's out of business.
Examples of discontinuity?
Abovethelaw.com, the medium Twitter, Axios, and the plot line of "Good Girls."
Any size business can promote itself like a big business. Complimentary consultation firstname.lastname@example.org. Here is a brief backgrounder.