The Eyetrack III survey is out and once again it endorses the widely held view that people are more likely to read a whole piece if it is broken up into short paragraphs — as noted on E-Media Tidbits. Why is it so hard? (I found it nearly impossible: take a look at this weblog.)
Some other findings (wow, a second par): the upper left zone of a web page is still the “sweet spot”; smaller type leads to more concentrated viewing; get the “meat” of the headline or blurb in the first few words; text ads are viewed most intently.
(from E-Media Tidbits)