The Long and the Short of Media

Poynter is out with their latest Eye Tracking study. In a nutshell, they track how people interact with news in different formats. They found that people read farther into into online stories (77%) more than they do when perusing print (roughly 60%).

The findings are surprising. Further, it gets me thinking about the ramifications on PR. If a client appears at the bottom of say an AP news story that runs online, it's actually more valuable than the same story that runs print. Think about that.