Eye Tracking

Further metrics are developing from studies of eye tracking of "consumers" on the web.

The increased in multimedia viewing and listening gives added significance to this these studies.

You can find articles about these studies in the following places.
http://adage.com/news.cms?newsId=45457

http://www.poynterextra.org/eyetrack2004/advertising.htm

This is very interesting stuff and could encourage a move away from ppc costings in web advertising towards the "print" pricing of advertising.

I just wonder what the new back cover or inside front cover will be?

These articles seem to suggest half page text advertisements when scanned quickly, but I'm not sure that will be compelling creative, unless it's written very, very well.