Only 19% read word-by-word
This just in: “Readers” actually don’t do much reading.
Indeed, just 19% of participants in a Harris Interactive poll read articles word-by-word. Many more skim mostly headlines (34%) or the full article (25%).
| How do you read the news — in print or online? | |
| Item | Total % |
| I normally just read the headlines, but maybe one or two stories in full | 34 |
| I skim the full article | 25 |
| I read every word in the article | 19 |
| I normally will read the headlines and a few sentences into most stories | 15 |
| I normally read just the headlines | 8 |
| Note: Responses may not add up to 100% due to rounding | |
That means 67% skim, and 81% don’t read, online news.
Why?
People don’t have time to read online news thoroughly. Instead, they’re more likely to be skimming a text for specific information like a phone number or selectively reading to reduce the amount of time they spend with your information. Whichever “reading” technique or “reading” method they use, they are actually not reading much at all.
Reel in your readers.
So how do you catch these skimmers and scanners? According to the Harris poll:
- Hook them with your headline. A catchy headline (54%) tops the list of elements that convince skimmers to read.
- Wow them beyond words. Interesting pictures (44%) and compelling infographics (28%) are also strong lures.
- Draw them in with data. Interesting data or research that supports the article, which drew 43% of respondents to read, was the only content element that made the list.
Bottom line: Draw skimmers and scanners in with display copy and images. Don’t expect to reach them with paragraphs.
How can you reach nonreaders with PR copy?
People skim 67% of news, according to a recent Harris Poll. Just 19% read news word-by-word.
So how can you craft PR pieces that get the word out to flippers and skippers?
Find out at NOT Your Father’s PR Writing — our media relations-writing workshop starting Aug. 15.
There, you’ll learn to make the most of the hot spot in your headline … get found with Ann’s simple SEO techniques and tools … and make your message more skimmable with the palm of your hand.
Plus: Learn to make your PR message 47% more usable by adding a few simple elements.
Save up to $100 with our group discounts.
