"EyeTracking the News" provides a scientific look at how people navigate through the news in print and online. This book provides crucial information to help you make intelligent editorial, design and advertising decisions. You're challenged with grabbing and maintaining readers' attention. Do readers follow teasers? How deeply are they reading into the text? In what order do they look at photos, headlines, graphics and info boxes? And how do each of these vary from print to online? "EyeTracking the News" isn't guesswork. The book reports on a carefully crafted, rigorous study of what attracts attention and what doesn't -- online and in print. Some of the results reaffirm earlier studies and some are surprising. This book is a tool to help you better understand your readers' behavior.
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5.0 out of 5 stars
Eyeballs Rule,
By Theseus "theseus" (US of A) - See all my reviews
This review is from: Eyetracking the News (Perfect Paperback)
I try to get my hands on many different books about the reader behavior -- particularly how readers read online in commercial contexts. This one is awesome.This book, summarizing the Eyetracker Study, provides theoretically compelling and highly practical information about reader behavior, specically news-y reading in print vs. online. What do readers read? For how long? In what sequence? How are methodical readers and scanning readers different? How do photo teasers shape reading behaviors? Other sorts of teasers? How does advertising shape these behaviors? This books cuts to the chase. It is not an academic tome. It is all about the results. The layout is also dynamic and reader-friendly which, one might hope would be the case in a book like this. Trade paperback, 157 pp, lots of graphics. Here are the highpoints of the Table of Contents. TABLE OF CONTENTS Foreword, Methodology, Etc. Reading Depth Reading Patterns Reading Sequences Story Packaging - Lead Stories - Headline Size - Briefs With Images Photographs & Graphics - Viewing Photos: size, color, live or staged, cut lines - Viewing Graphics - Listings Advertising: size, color, online advertising Clickthroughs Information Recall Exit Interview Results
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