by: Emily Tullock | PANPA

Fairfax Media employed ‘neuro’ testing which measured brain activity in consumers when developing the compact versions of its The Sydney Morning Herald and The Age which will be converted from broadsheets on March 4.

It was the first time Neuro Insight technology was employed by a newspaper, according to the publisher. Eye tracking testing saw a 22 percent increase in reader engagement compared to the broadsheet and a 50 percent increase in visual attention to advertising.