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Victims of Sandy Hook

Stop the Slaughter of Innocents. Congress is bought and paid for by gun lunatics and gun promotion groups. If you want to live in a safe America, help buy Congress back for America. Send a donation to Mayors Against Illegal Guns, 909 Third Avenue, 15th Floor New York, NY 10022

What is "Above the Fold?"

If you're a Web Designer, you may have heard the term "above the fold", or you received a nasty email from one of your advertising affiliates threatening to terminate your account if you don't move their ads above the fold. The term "above the fold" originates in the paper publishing industry where "fold" refers to the place where a newspaper is folded in half.

Of course, on the Internet there is no "fold", the phrase "above the fold" now refers to the area visible when a visitor first loads a webpage in their browser, before they do any vertical scrolling. In both the paper industry and the Internet, advertisements above the fold get a higher response rate, and therefor advertisers are willing to pay more to have their ads placed there.

If you email back to your advertising affiliate, asking where the "fold" is, you'll trigger a corporate meeting where, after much debate, they'll determine that they don't know where the fold is, but get their ads above it anyway. The actual location of the fold for any given user depends upon the size of their computer screen, their computer's screen resolution setting, how may toolbars they have configured in their browser, and if they've made any personal font size adjustments. No wonder nobody knows where the fold is.

OneStat.com, a provider of web analytics, has determined that most users (54 percent) have their computer's screen resolution set to 1024 x 768 pixels. The next biggest group of users (25 percent) have their computer's screen resolution set to 800 x 600, and I would guess this group is shrinking rapidly. So you're going to need to keep your affiliate ads above the 512 pixel mark.

How do you know where the 512 pixel mark is? Open your webpage in your browser. Press the [Print Screen] button. Open Windows Paint program (Accessories group). In the Paint program menu, select Edit | Paste. Click on the Pencil icon in the toolbar. Now when you move your mouse pointer across the screen image, its position will be displayed in the right corner of the status bar. The second number is the vertical location.

One problem with placing ads above the fold is that most Web site designs have a header which, including the menu bar, is about 250 pixels high. Even a design with no header can't display an IAB (Interactive Advertising Bureau) standard "skyscraper" ad (600 pixels high) entirely above the fold. Another problem with placing ads above the fold is that this is also prime content area.

Assuming that you want to place three or more ads on each webpage, if they're all above the fold, when a visitor first loads a webpage in their browser, they'll see not much more than advertising. With no visible useful content, most visitors will click away immediately. So as a Web Designer, what are you to do?

What we need is cooperative understanding between Advertisers and Web Designers. As a Web Designer you need to keep the Advertisers interests in mind. Minimize the height of your Web site header, and place ads as high on the page as possible. Place some interesting content above the fold which entices the visitor to scroll.

As an advertiser, you need to understand that if, when visitors first load a webpage they see not much more than advertising, they'll click away immediately. This doesn't help your ads response rate. Of course, most advertisers think their ad should be the only ad on the page, above the fold, and in the center of the page. Unfortunately, along with this desire does not come the desire to pay your rent.

Fortunately, most advertisers don't know where "above the fold" is. Many advertiser employees use large displays set to 1280 1024 resolution or higher. When they first load the webpage displaying their ad, if they see most of their ad, they'll consider it to be above the fold. You can also consider dumping picky advertisers and signing up only with advertisers who don't require their ads to be above the fold.

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