Eye-Tracking Study: Online Ads Don't Work
Eye-tracking studies don't exist for newspapers or magazines. You can't measure where someone's eye lands. For example, whole sections of a paper are often ignored--sometimes, the paper just sits there. Other times maybe 10 percent of it is read.
There is a lot of talk about the impending death of the print newspaper industry, but what is far more startling is that advertisers still spend $50-plus billion a year on a medium in which only a fraction of the ads are ever seen. At least with Web pages, consumers are (most likely) consuming the content on the page, and even the ads, in some instances.