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STORY PACKAGING
Lead stories and packaged stories attracted more attention in print than other stories. We defined a lead story as the one with the largest headline on the page.
Our definition of a story package was: a headline, story text and a dominant photo, graphic or illustration PLUS at least one other storytelling device like a Q&A, a timeline, a fact box, a short list, etc.
Large headlines received more attention than small in print. This finding confirms Poynter’s first eyetracking study in 1990, when large headlines were viewed more than small, and large headlines were among the main points of entry on front pages.
BRIEFS
Briefs were well viewed and briefs with images worked best. The presence of a visual alongside a brief, in print, increased its likelihood of being seen by more than 34% above what we would expect, based on the number available to be seen.
TEASERS
Visual elements attract attention to teasers. A photo, icon or artwork drew above average attention to a teaser, particularly in broadsheet format, where they drew more than twice as much attention compared to tabloid. This confirms the finding from Poynter’s 1990 eyetracking study.
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Phila. Daily News
Rocky Mountain News
St. Petersburg Times
Star Tribune
A note fromDr. Mario Garcia
“Story forms have been a big buzz word in our newsroom for a couple of years, but this is some of the first research that ... reinforces that people do spend more time with them and pay attention to them and also are getting a lot out of them.”
Cory Powell, deputy managing editor, visual journalism at the Minneapolis Star Tribune, an EyeTrack07 research partner.
“If you have a good story, they will read it, and they will go very deep into the story.”
John Temple, editor, president and publisher of the Rocky Mountain News, an EyeTrack07 research partner.
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