While I can agree that the fold may not be a barrier to users, I would argue that the fold remains a SERIOUS consideration for ad display rates and views, and in search results display.
Whether or not users are ABLE to scroll and readily do so does not affect the power of the screen scan on initial page load, esp with high bounce rates being pretty normal. It's that power of the page scan on page load that gives the fold power still, and not anachronistic power because advertisers are slow on the evolution of user behavior. For instance, people have always known they can read entire front page of newspapers, entire newspapers, but that knowledge does not diminish in any way the power of the REAL newspaper fold, given that it shows through the window in the automated machines, or appears at the top of the stack of papers wherever they happen to be up for sale. As a newspaper photographer many moons ago, I had no illusions that my stock went up exponentially every time I landed the dominant front page shot above the fold that carried the page. This same reasoning also figures in the way resumes get out of a slush pile, what they call the 5-second scan. That 5-second scan does not diminish the importance of having substance backing it up within the resume, but it does establish a resume "fold" of sorts as well. So if I were either advertisers or people trying to reach preferred natural search engine results placement, I would not diminish the importance of the fold any time soon. Chris On Tue, Aug 26, 2008 at 12:11 PM, mark schraad <[EMAIL PROTECTED]> wrote: > There is plenty of anecdotal evidence that the fold is no longer an > issue for user - and it is very old school thinking. The dreaded > scroll avoidance of the 90's is for the most part over. > > The problem comes in that revenue partners and customers (particularly > those who buy ad placements) are significantly behind the curve and > continue to use this as bargaining leverage. > > Granted, the user should be the primary consideration for Ix work, but > there are other stakeholders. > > > > On Tue, Aug 26, 2008 at 11:56 AM, Marty DeAngelo > <[EMAIL PROTECTED]> wrote: > > I wish I could share the screenshot but there's too much proprietary > > info on it. I understand that not everyone has their browser maximized, > > but 30% of a 800x600 screen (when their own standards are 1024x768) was > > what I got a chuckle out of. I doubt that many websites could be usable > > in a 240 x 180 space -- and expect most users know to increase their > > browser size when things aren't visible in a partial state. > > > > -- Marty > > > > -----Original Message----- > > From: Nick Gassman [mailto:[EMAIL PROTECTED] > > > >>They only had their browser window open to about 30% of their screen > >>real estate. > > > > I wouldn't be so dismissive of what's going on here. If your client > > only showed 30% of the window, how many users of the site will do so? > > Do you know? Do you know how many maximise their browser? How many > > have toolbars installed? If you're designing to a specific resolution, > > do you assume all users have their browsers maximised? > > > > 'The fold' does matter, but usually you don't know where it is for any > > given user. > > > > * Nick Gassman - Usability and Standards Manager - http://ba.com * > > ________________________________________________________________ > > Welcome to the Interaction Design Association (IxDA)! > > To post to this list ....... [EMAIL PROTECTED] > > Unsubscribe ................ http://www.ixda.org/unsubscribe > > List Guidelines ............ http://www.ixda.org/guidelines > > List Help .................. http://www.ixda.org/help > > > ________________________________________________________________ > Welcome to the Interaction Design Association (IxDA)! > To post to this list ....... [EMAIL PROTECTED] > Unsubscribe ................ http://www.ixda.org/unsubscribe > List Guidelines ............ http://www.ixda.org/guidelines > List Help .................. http://www.ixda.org/help > ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
