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Western Knight Center: The Business of Online Journalism April 16, 2004

Western Knight Center: The Business of Online Journalism April 16, 2004 Laura Ruel, Estlow Center, University of Denver. What do you see?. What did we want to learn?. What are the most effective ways to present editorial content on news home pages?

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Western Knight Center: The Business of Online Journalism April 16, 2004

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  1. Western Knight Center:The Business of Online Journalism April 16, 2004 Laura Ruel, Estlow Center, University of Denver

  2. What do you see?

  3. What did we want to learn? • What are the most effective ways to present editorial content on news home pages? • What stories should be told using multimedia? • What can we learn about how users interact with ads on news Web sites? • Once users decide to enter an interior article page on a news website, what keeps them there?

  4. What was done before? Eyetrack I - Eyes On The News - 1990 Eyetrack II – Eyetrack 2000

  5. What did we do? • Eyetools Insight Reporter

  6. What are our goals? • Present these preliminary findings to the news industry • Solicit reaction, opinions, and suggestions on what we've done so far • Take your feedback and ideas and embark on Part 2 of this project • Take this opportunity to better understand what the news industry wants and needs

  7. Procedures • Created a series of mock news websites based on what we determined were “typical” news Web page designs. • Controlled 5 specific variables on each set of the home pages. • Headlines with blurbs vs. headlines without blurbs • Size of headline type, large vs. small • Size of text type, large vs. small • Amount of content (scrolling vs. non-scrolling page) • Pop up ad vs. no pop up ad • Controlled variables on article level pages • Created article presentations in multimedia vs. text formats. • Wrote a recall comprehension test • Selected high-quality multimedia presentations to observe how participants interacted with the content. • Invited 50 participants to spend about an hour with this content • Tracked and analyzed eye movement • Gathered demographic and descriptive data from participants

  8. Sample page

  9. Sample page

  10. Sample test pages

  11. Tracking data: individual session • Here’s a video that shows how one participant’s eyes moved through the test Web site to the left.

  12. Tracking data: Knight fellow • Describe your experience • Watch the video

  13. A single-user session

  14. A single-user session

  15. Sample test pages

  16. Heatmap data from those pages

  17. Heatmap explanation

  18. The findings • Report of our observations will be available in May. • Today I’ll provide a small preview of some things we’ve noticed so far.

  19. Sample finding Blurbs with headlines caused drop in reading down page.

  20. Sample observation What is the typical scanning pattern for a home page?

  21. Sample observation Static ads are seldom seen.

  22. Sample observation The effect of photos of viewing patterns.

  23. Sample observations • Visual barriers affect eye viewing patterns. • Multimedia content does not always increase reader recall of story information. • Navigation placement – top, left, or right – gets similar fixation and usage rates in all positions. But top navigation performs best.

  24. Visit us in mid/late May • We’ve got lots more findings and observations. • http://www.poynter.org/eyetracker is the place to watch. • Extensive coverage and industry analysis of findings at Poynter.org. • Tell us what we should do post-pilot study! lruel@du.edu.

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