I just ran across this post on the Fluidesign Blog which tackles the ever-contensious idea of a “fold” in online marketing. The author cites several common marketing misconceptions when it comes to the idea of an online fold. It’s well worth a good read for anyone who touches the space of marketing online:
Myth: Try to get all the content “above the fold”:Why it’s not true: In the beginning days of the web, we thought we had to fit all the content on 1 page, all above the fold. The problem was everything got squished, ugly, and very hard to read. So instead of trying to get all content on 1 web page, people were smart enough to create multiple web pages, i.e. a website! During this time, we also learned that is was pretty damn annoying to have to load a new page to get to new content, so pages got longer, people began to really love scroll bars, and then AJAX was invented. Thus websites now look and work a lot better than they did in the 90’s!
