Chris Fahey on “the fold”:
In fact, we should start thinking of “the fold” as something other than a hard line with an “above” and “below” portion, and we should stop thinking of the vertical positioning on a page as equivalent to priority. Scrolling up and down through a web page is a fundamental aspect of the web user experience, and there is much more to it than simply seeing what’s on top and then gradually seeing everything else (emphasis added).
I have no doubt that this is increasingly true, but wonder why ads are consistently placed “above the fold”. Is this just a remnant of this older thinking, or do they perform significantly better there?
A List Apart releases the results of their 2007 Web Design Survey, and I’m feeling nicely average for my profession.
Close to 33,000 web professionals answered the survey’s 37 questions, providing the first data ever collected on the business of web design and development as practiced in the U.S. and worldwide.
ALA provides a PDF with the survey’s findings, but they also provide the raw date in Excel format, which you’re free to play around with, pivot, and chart.
Product Manager Emmy Huang writes in the Adobe Development Center:
As we looked at our goals for Flash Player 9, however, we realized that it would be too limiting to continue to evolve the existing engine. We wanted to create a watershed moment in the history of Flash Player, and to deliver it we needed to be able to innovate without constraint.
As a result, ActionScript 3.0 is essentially a full rewrite of the ActionScript engine. ActionScript 3.0 executes in a new, highly-optimized virtual machine known as AVM2, which we built for efficiency and performance. Although AVM2 will be the primary virtual machine for ActionScript execution going forward, Flash Player will continue to support the older AVM1 for backwards compatibility with existing and legacy content.
However, in order to take advantage of the new features, we’ll have to wait for the release of Flash Professional 9, (or play around with an alpha patch for Flash 8), according to the FAQ:
Designers and developers interested in using new Flash Player 9 features are welcome to explore the public alpha of Adobe Flash Professional 9 ActionScript 3.0 available on Adobe Labs.
It’s curiously timed… isn’t it unprecedented for Macromedia/Adobe releasing Player 9 almost a year in advance of Flash Professional 9? And, I don’t think that we’ll see wide-spread adoption until there is actually some Flash 9 content out there on the web. I’ll start paying attention in 2007.