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ADVERTISING a half-page or almost full-page attracted as much attention. This leads us to think that adjacency to editorial content increases the likelihood of an ad being seen.   Color was a big draw in both print formats. And a color ad in broadsheet format generated well more than twice the attention of a black and white ad. Almost half of the print ads were small (less than a quarter page) and they drew less attention than their presence would suggest in both broadsheet and tabloid. Online ads with moving elements attracted a lot of eye stops, more than a quarter of the total on ads. Banner ads and small ads generated the most eye stops, and it was equal. Previous |
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Phila. Daily News
Rocky Mountain News
St. Petersburg Times
Star Tribune
A note fromDr. Mario Garcia
“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.
“We still have to be editors. I’ve read 80-inch stories that I could have read another 20 inches on. And I’ve read 10-inch stories that were too long. So it all depends on … how was it done? What’s the reporting? How’s the writing? Is it a topic that really engages and captivates?”
Michael Days, editor of the Philadelphia Daily News, an EyeTrack07 research partner.
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