We don't need page numbers on the web, you can scroll your way through a piece of text at the flick of a finger. But how do you know how far through an article you are?
I came across a discussion or two on Hacker News today about making indicators to display your progress while reading an article. Something that looked a little like this…

The idea is nice, but it does not translate well. The progress bar is horizontal, while the article you are reading is (presumably) vertical. This is poor natural mapping. You scroll down to move the indicator bar across. It just doesn't make sense.

Kindles & other E-Book readers have something similar. A horizontal bar along the bottom of the screen which displays how far through a book you are, along with chapter markers.

This sort of makes sense with a reader, you have defined pages, even if the content does reflow. You don't scroll vertically through a book on them. The page turns are horizontal, thus horizontal progress indicators make sense & have good mapping.
Thing is though, we already have a vertical progress bar for the web that has been around for decades. It's called the scroll bar, you may have heard of it.

"But Ben", I hear you say…
"What about the comments section below an article which takes up two times the amount of space‽ Won't that throw the proportions off?"
Yes, yes it will random dude (or dudette). There is an easy way around this though!
Simply hide all of the content which is not the article until the user reaches it. BOOM. You have a universal progress bar which everybody has been using since the 80s. (okay maybe not everyone)
"But how do you implement this" you ask? Easy. Gianni Chiappetta has kindly written a jQuery plugin for us :)
@bbrks_ Aaaaaaand plugin-ified: http://t.co/K2AOE2NLeh
— Gianni Chiappetta (@gf3) August 21, 2013
"But Ben!", - Hello again random dude/dudette.
"What happens when a user is reading on an iOS or OS X device and the scrollbars hide when not in use?"
Frankly I think it sucks that they hide when not in use, at least on large screens. The least they can do is offer a few pixels as a visual indication. But alas, Apple knows best./s

One alternative is to ignore iOS and OS X users. But that's not very nice. There are many scrolling libraries available that you can use, such as NiceScroll.
Or you can just make your own indicator like the one seen at the very start of the article. Just don't use a horizontal indicator for vertical progression :)
"But what happens when the article is split across several pages?"
Well then you've probably got bigger problems. An article shouldn't be split across multiple pages on the web! We have an infinitely long canvas to write on, along with an elegant way of moving through it. Why would you need to split it up?
"But ad revenue!"
Maybe there are better ways of monetising than forcing multiple pages of ads down your users throats? :)