What do readers want? Content or design?

I am a writer first, a web designer second. I am writing a restaurant review section for my site and can either put all 30 reviews on one page, making it a very long page, or break it up into 6 different sections. What is better? Do readers like a long page with lots of content (I would add a table of contents on the top with anchor links to each subsection) or do they like short pages and more separate sections? I used to work at a major website that swore that readers did not like to even scroll down a single page but I was never convinced of that. What is the current mindset of page design? One long page with lots of content (and graphics to make it visually appealing) or many separate pages with less content?
Hope my questions makes sense!
Gary

Are all the viewers readers, you ask? Good question, and perhaps that's the heart of the matter. I like to write reviews
that actually say something and are fun to read - meaning humorous or provocative. For me that's about 2 to 3 paragraphs and I've added pics of the restaurants (which I think readers want) but did them to look like Polaroids for graphical interest. Most of my competitors will give a one sentence overview like "Georges at the Cove is San Diego's best restaurant with an ocean view". I like to write little stories about my real experiences at the restaurants, which I think is better content.
That being said, the page can get pretty long with 30 reviews. I like what you guys said about keeping it in one place. On the top navigation I have a drop down menu so when you click on "Restaurants" you get the sub categories like "Best Mexican", or "Cheap Eats". Maybe to keep everyone happy I'll create "Restaurant Cheat Sheet" and "Hotel Cheat Sheet" and "Attractions Cheat Sheet" that just list the top in each category but have links to the full reviews? I don't want to get too redundant. What do you think?
Again, I could also break this dang thing out to 6 or 8 sections and put "Best Mexican" onto its own page, for example. Each page would only have 3 to 5 reviews, about 2 1/2 pages worth of content. Again, any comments would be great. Personally I hate sites that are just links to other stuff but I also realize the world is changing so want to make sure I don't outsmart myself. Oh, and my main goal of the site is to hook the reader but to ultimately get them to book a hotel through me. So I hope my site is so good that it becomes a reference and that when they book a hotel they feel some sort of alliance or debt to me and book with me versus a competitor. My current version of the site does very well and does not have that much content so I am concerned that the new site might be so rich in content that they never get around to booking a hotel.
Compare the first site I am currently updating (all hand coded when in 1996!) www.localwally.com with a site I did last year when I was just getting started with DW at www.napatouristguide.com. Oddly, the dumb little site gets fewer uniques(200 a day) but lots of hotel bookings, while th napa site gets 600 uniques a day but rarely gets a hotel booking. So that's why I am a bit concerned that too much content might not accomplish my goal.

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