Use Presentation Copy--Headlines, Decks and More--To Reach Flippers and Skimmers
http://www.iabc.com/cwb/archive/2005/0605/readership.htm

Wylie, Ann
Communication World Bulletin
2005

Abstract:

I'm often amazed at how much energy writers put into perfecting the analogy in the 32nd paragraph of their piece when those same folks toss off a headline in the 17 seconds before happy hour on a Friday night. The sad truth is, most of your readers will never see the 32nd paragraph of your brilliant copy. But many more of them will read the headline.