I look forward to the study of reading on the web evolving as our technology, design, and content evolves. I’m encouraged by the exploration of engagement, but I mainly see that discussed as an analytic. I grapple with how to assess this “new” type of reading earlier in the creative process.

A puzzle, for sure, that I’m not smart enough to figure out by myself! But if more smart people keep thinking about it, I know it will be solved.

I agree with your points, and I think you really make a case for context. I’m a big fan of Letting Go Of The Words, and it’s a great reference for this post. When writing for today’s web, we must consider the skim, the scan, and yes, the read.

Considering context, I also think the study was spot on for 12 years ago. I think of a medium size web site in 1997 and conjure images of huge fields of centered text w/ animated .gifs in the margins… ah, memories.

There was really no way for the study to take into account what we now consider main influences on reading (and buying)- tribes, social status, reviews- areas where, just as you say, people *do* read. New realms of context now exist.

But I’m still not convinced I would visit Nebraska

Thanks again.