Above the nameplate: Prime real estate

Mario Garcia tackles the question: Is the space above the nameplate sacred? He writes:

"It can be controversial, and I usually get asked that question at least twice a week somewhere in the world: How effective is it to lower the newspaper's nameplate to put something at the very top?

My response is always similar: very effective. The moment you put a promo, a photo, a story or even a variety of elements above the nameplate, those items will command great attention. It is the editor's way of saying:

Look at this. It is special."

'Ask a designer'

Designer Andy Rutledge wrote a stiff critique of Poynter's 2007 Eyetrack Survey findings.

He says the results are flawed because of a flawed survey process.

"Context matters. Content matters. Design matters. Poynter ... can’t be bothered by these trivial facts."

He smacks down Poynter's own look.

"In fact, if you have any doubts about whether or not Poynter understands design, you need look no further than their own website. The chaotic and psychedelic experience you’re presented with there is clear indication of their grasp of design.

And finally:

"In short, if you want to know how a reader will consume a page of content in a specific context, don’t ask a journalism study coordinator; ask a competent designer."

Read Rutledge's "Poynter's Eye-tracking Follies" and decide for yourself.