Genuinely unexpected data from the Poynter Institute’s eyetracking study. Online readers tended to read more of the stories than those reading physical newspapers. Alternative layouts and story elements (time lines, fact boxes) help attract readers (So i should be off to a good start). Voice of the reader pieces are more read than voice of the paper ones (that’s a big shame for journalists).

Forget brain scans for now: there’s still plenty to be found out from just watching what we do!