Scanning and reading are not mutually exclusive. In my opinion (and as someone who leads testing at Adobe), scanning is a style of reading that has become more

Scanning and reading are not mutually exclusive. In my opinion (and as someone who leads testing at Adobe), scanning is a style of reading that has become more commonplace with the Web -- a medium that is extremely copy heavy (a good thing!). People who understand how to write copy know how to get their copy read. Generalizations like "nobody reads" serve to keep everyone down EXCEPT for the people who know -- based on data -- that statements like it are erroneous.