While I generally agree with those guidelines, there are no hard and fast rules. There are ways to write a long song that works. It is rarely done, though....
IMHO, there are two ways to kill a long song: sameness and variety. In my opinion, the key to keeping the audience's attention in a longer song is just the right balance of sameness and variety. Too much sameness and the audience gets bored. (I'm sure you can think of a lot of songs that qualify.) Too much variety and the audience loses its frame of reference, e.g. a lot of jazz w/ long solo sections.
The key is to add a little variety to the passages that are basically the same and to add a little bit of sameness to the passages that are basically different. For example, you might change a few critical words in a chorus each time through. You might always come back to four bars of ensemble playing at the end of every jazz solo, etc.
Case in point, the longest song on my current project CD (a whopping 10 minutes, 9 seconds of soft rock)....
* Intro: a minute-ish: breathy reed recorder/piano
* Key change up minor 3rd, add brass
* 1:00-ish: vocal entrance: Leading Chorus
* Verse
* Chorus (slightly different words)
* Verse
* Chorus (again, slightly different words), ending around 5:30-ish.
* Instrument break (~3 min.): impromptu fantasia on main theme. Periodic infusion of the main theme ties everything together, while avoiding becoming boring.
* Last half of verse (vocally)
* Key change up a step
* Chorus variant (tending towards the relative major, different melody, significant word changes)
* Final chorus (again, slightly different words)
* Instrumental tag
In other words, it's a 1 minute song, a 4.5 minute song, a three minute song, and about a two minute song. They just happen to flow together and have a lot of common threads running through them. I still wish it weren't quite so long, but it's still a decent example of the sorts of tricks you can play to make the listener feel revitalized during a long song....