Faculty Publications

Document Type

Presentation

Publication Date

April 2012

Abstract

News organizations putting content on their websites may better engage their audience by offering a choice of raw video rather than packages. A two-by-three experiment studied the relationships among video format, time spent, and recall for online news. Test subjects viewed a traditional, broadcast-type standard news “package,” a disassembled package, and raw video with text. Results showed users spent significantly more time with the raw video format than with the other two formats. Time spent was strongly correlated with post-test recall of elements of each story, but there was no direct relationship between format and recall. A model is proposed for further research in which format predicts time spent, and time spent predicts recall, with no direct relationship between format and recall.

Comments

This paper was presented as part of the session: News Division Paper Competition #2.

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