That sounds rather ridiculous at first blush, but what Kinsley is referring to is the verbosity of lede paragraphs and passages that could be more crisply written.
His view is that the Web more succinctly delivers content in an accessible form and that newspapers suffer from excess verbiage.
He remembers his first copy editor telling him that every word he cut saved the publisher money. "At the time, saving the publisher money didn’t strike me as the world’s noblest ideal. These days, for anyone in journalism, it’s more compelling."