What is EyeTracking? The first EyeTrack study in 1990 followed readers' eyes as they read a newspaper. Studies showed researchers what designs, graphics and colors caught readers' attention. EyeTrack 07 is the third update of that research and analyzes readers of print and online newspapers. The findings are published in a new book, "EyeTracking The News: A Study of Print and Online Reading."
This is another finding from the EyeTrack study we've highlighted to give you insight on what readers want and, in this case, would like to say.
Researchers compared the "voice of the reader" to the "voice of the newspaper." "Voice of the reader" represented items such as letters to the editor and feedback from readers. Items like columns and editorials were considered "voice of the newspaper."
The study showed readers were more attracted to the "voice of the reader." So you may want to think about ways to incorporate the voice of the reader into your newspaper, like having polls in each issue or creating a small section where readers can submit their writing about current topics similar to what the
Northwest Florida Daily News did in its "Spout Off" section.
Dr. Pegie Stark Adam, an EyeTrack researcher and Poynter affiliate faculty member, writes in "EyeTracking the News":
"In print and online, research participants were drawn to elements that featured the "voice of the reader."
USAToday.com features reader comments prominently at the top of the home page and that works well. In addition, I would propose that voice of the reader elements be inserted prominently in stories that promote feedback, or would be appropriate for reader feedback in surveys or Q&As."
