Readership Market Publishing International 23
READING HABITS
Following the reader’s eye
The EyeTrack07 study carried out by the Poynter Institute seeks new Then the study participants were tested on how much they understood
insights into the ways newspapers are read. and remembered from the story. The key findings of the study are:
Design expert Mario Garcia states: “Ten years ago, when a person opened Once online readers chose a story, they read about three-quarters of
the front page of a newspaper, they took 25 seconds to sort of do what I it. In a broadsheet, people read nearly two-thirds of a story − and only
call reconnaissance. To go around the page and say, ‘What will I read?’ Right a little more than half in a tabloid.
now, it’s about 10 seconds.” This is a development newspaper publishers On average a larger percentage of story text was read online than in print.
have to react to. The EyeTrack07 study measured and compared how read- For online stories overall 63% of the stories selected were read to
ers read content in newspapers and on news sites. The study focused on completion; in a broadsheet, 40%, and in a tabloid, 36%.
which elements print and online readers are drawn to first, how they enter In the prototype test more questions were answered correctly about a
a page, and how they use navigational cues. “Our goal is to help editors and story presented in an alternative manner in print and online.
publishers understand how deeply people are reading, which navigational In print, large headlines and photos were looked at first and got more
tools maximize reader understanding and which story forms are most ef- attention than smaller ones. But online, readers went for navigation
fective in conveying information,” says Poynter faculty Sara Quinn. bars and teasers.
The study chose 600 representative readers and did two tests: But what about a beautiful design? Content trumps cosmetics, says Mario
1. Eye tracking test: To measure how news is read, the study participants wore Garcia. “Otherwise, it’s like dressing a cadaver. You can make a newspaper
equipment that records eye movements. The study participants were split up look very pretty, many of them have died looking wonderful. And many
into three groups: 200 on tabloid newspapers, 200 on broadsheet newspapers ugly newspapers are still alive. So, this is not a product to beautify.”
and 200 on news websites – all newspapers and news sites were real. presstrends
2. Prototype test: Six versions of a story containing exactly the same
information were edited and redesigned. Three prototypes were print; Percentage of story text read online 77%
three were online. The versions varied in the quantity of text and in broadsheet 62%
the use of alternative story forms (Q&As, timelines, short sidebars etc.). tabloid 57%
Source: eyetrack.pointer.org
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AAU07_2722_Inhalt.indd 23U07_2722_Inhalt.indd 23 008.11.2007 13:50:19 Uhr8.11.2007 13:50:19 Uhr
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