> I thought that above-the-fold still has to do with first impressions. Sure, the original version (lets call it the "strong" version), was based on the idea t

> I thought that above-the-fold still has to do with first impressions. Sure, the original version (lets call it the "strong" version), was based on the idea that "Users don't scroll", but now we know they do, so the strong version has fallen. The weak version could well be to do with first impressions, part of a more general, "Put the most important stuff first" rule. I distinctly remember a forum I used to post to, where they put very large banner ads at the top of every page. I'd have started scrolling before the page finished loading - you soon learn where the real content is on a page. Add in "banner blindness", and all bets are off. Hence the increasing popularity of putting ads between sections of content... I'm looking at you, StackOverflow.