Archive for December, 2009

What is “the fold”?

“The fold” comes from printed newspapers (remember those?). In a printed newspaper, the prime real estate is on the front page, above the place where the paper is folded in half.

At a news stand, stories that are above the fold are visible without any manhandling on the part of the consumer. Stories that are above the fold are also typically the only ones you can see (before buying) in newspaper vending machines.

On the web, “above the…