chart o matic

Chart-O-Matic 2.0:Converting informationfrom text to somethingthat will get readLogan Aimone, MJEExecutive DirectorNational Scholastic Press Association

How this will work…

You have to take your own notes. It means more when you do that anyway (plus, I didn’t make a handout).

Let me know if you have questions or want more explanation, background or details.

No, I won’t send you a copy of this presentation. It’s way too big for that.

But you can contact me: [email protected]

Some research…

80 percent of readers look at artwork 75 percent of readers look at photos

(’07 research shows bigger, documentary and color helps)

56 percent of readers look at headlines

52 percent of readers look at ads

Source: Poynter Institute for Media Studies

Some research…

31 percent of readers look at story briefs

29 percent of readers look at captions 25 percent of readers look at text


That’s right…

Just 25 percent of readers look at the text!

Completion rates: 63% online, 40% broadsheet, 36% tabloid

So why do we put the most time into what we know readers are least likely to read?


New EyeTrack research shows… Alternate story forms (Q&A,

timeline, fact box, by-the-numbers) help readers remember the facts presented to them.

These forms drew a greater amount of attention but represented just 4% of 16,976 text elements tested.

Source: Poynter Institute for Media Studies, 2007 EyeTrack study

New EyeTrack research shows… Alternate story forms help readers

understand. In a reading quiz afterward, more

questions were answered correctly. Subjects paid an average of 15%

more attention to alt forms than regular text in print (34% in broadsheet).


New EyeTrack research shows… Alternative story forms seem to work best with

fact-laden stories, providing a way to handle numbers, time, location and juxtaposition references in a simple, comparative way.

An explanatory graphic can take a reader into a situation that would be impossible to photograph.

A Q&A, timeline, fact box or by-the-numbers list can give information at a glance.


New EyeTrack research shows… Photographs capture moments. Long-form narrative seems best for

telling compelling, emotional stories about events in someone’s life.

68% of tabloid jumps are read, and 59% of broadsheet jumps are.


“True readers” vs. “Grazers”

True readers most likely read all stories, lots of text, and beginning to end. They are methodical.

Grazers skip around, entering the page at a variety of points (headlines, captions, sidebars, leads).

Even though readers will readin-depth sometimes… Let’s consider making our text into

something readers will want to read instead of something they pass over.

Remember that readers are attracted to visuals and to small, manageable bits of information.

These alternate forms also help the reader understand more.

How can it be done?1. Think visually Comb your text for opportunities

for a chart instead of long legs of text.

Look for information such as lists, statistics, descriptions and comparisons.

Visual:Front Page

The Orange County Register, March 8, 2006

Note how this page is really a set of charts.

Visual: Car


This should be called an infographic, which sometimes can be a type of chart.

How can it be done?2. Pull out the information Not only does this shorten the

amount of text (making it less intimidating), it also provides another entry point.

It also allows readers to find information at a glance.

Pull-out:Inside Page


See how this chart accompanies the text, providing an entry point and a comparison.

How can it be done?3. Stand-alone charts are OK Sometimes a chart is all you

need to tell the story. Comparing student government candidates is an example.

Different reviewers’ opinions of movies is another.

Stand-Alone Chart: Candidates

The Apple Leaf, 2006

Stand-Alone Chart: Sports Opinion

Red Eye, March 8, 2006

Comparison Chart: Hybrid Cars


Stand-AloneChart:Sports Preview


This preview has a listing for each sport with a quote from the coach, a player and which games to watch.



This preview uses color and icons to accent the coverage and improve navigation.



This preview uses icons to accent the coverage and improve navigation.

Stand-AloneChart:Entertainment reviews

The Rock, Jan. 26, 2007

This set of reviews is divided into sections for movies, TV shows, songs, albums and video games. The images and large numbers attract the eye, and it is clear where the reader should look.

Stand-AloneChart:Clubs briefs


This looks like a bunch of text, but it actually is a series of briefs about clubs and activities. Readers can start with any topic. Each brief is written in chart style and very tight. Images help break it up.

Stand-Alone Chart: Clubs briefs


Information in each capsule is reader-friendly.

Bold-face text helps scanners see categories and key information.

Stand-AloneCharts: Theater


Even though this page is divided into three areas, it’s clear where to go first.

The middle chart about one-act plays is a perfect candidate for a chart to compare each one.

Stand-Alone Charts: Theater


The large titles and small photos help make this dynamic. Using the subject’s own words is nice, too.

Stand-Alone Charts: Theater


The cast Q&A is a great entry point.

Stand-Alone Chart: Reviews

North Star, Feb. 15, 2007

All sorts of entertainment reviewed in neat capsules.

Stand-Alone Chart: Fondue

North Star, Feb. 15, 2007

Visuals, information and clever layout. It’s a winner.

Case Study: ’07 Etruscan

The pages are composed of tilted chart packages.

The theme was “And then…” to show a sequence of events and using chronological coverage.

Chart: Club activities

Etruscan, 2007

Packed with information, this small chart informs the reader about the first meetings of several clubs. Categories include a club leader, turnout, date, goals and a lengthy quote that summarizes the club’s activities.

Chart: Class activities

Etruscan, 2007

Lengthy quotes and candid photos combine for this element on a class where students created documentary films. Concise intro text sets up the quotes.

Chart: Sports

Etruscan, 2007

Detailed, storytelling captions accompany well-cropped action photos from a junior varsity wrestling match. The intro text provides background and context.

Chart: Social activities

Etruscan, 2007

Narrative storytelling in first person can be compelling. This two-part sidebar details how a boy asked his date to the homecoming dance and how she responded.

More charts: Stand-alones

Most of these charts ran as one-page or double-page charts.

They include some introductory text (“chatter”) and the categories.

Stand-Alone Chart: Royalty


This chart compares candidates for community festival royalty. The rows represent each community. Each girl answered the same questions.

Stand-Alone Chart: Red Carpet


Stand-Alone Chart: Landmarks


This chart lists five local landmarks. The landmark location, its history and a photo are included.

Stand-Alone Chart: Election


This chart compared candidates for the presidential nomination in 2004.

Stand-Alone Chart: Must-Have Gifts


This chart gives three gift suggestions based on price for various people on your list.

More charts: Putting it together Most of these charts ran as part

of a larger package of stories, usually a two-page spread

These serve as entry points and a way for “scanners” to select just the parts they want to read.

Package: Sports

The Washington Post, 2006

This full page shows how multiple charts combine with text to create a complete package.

Package: Election


Package: Homecoming week

Wa Wa, 2006

The chart allows for packaged coverage on one topic (lunch and evening activities).

Package: TV Show


This chart complements the text about the television show.

Chart: Dance moves

The Spark, 2007

This sidebar helps illustrate a set of dance moves. It accompanied a story on the school dance team.

Sidebar: Reviews

The Campanile, 2007

This chart of local restaurants provides information at a quick glance.

Sidebar: List

The Flashlight, 2007

This layout is very similar to a standing element from Entertainment Weekly, a good source for chart inspiration. The design motif echoes the theme of “On the Spot.”

Package: Music

Wa Wa, 2006

Package: Future

Wa Wa, 2006

Package: Drama production

Peninsula Outlook, April 5, 2006

Three charts:

Photo collection

By-the-numbers

Tech devices

Package: Snow fun


Three charts:

How-to spin360° on skis

Story about a skier

Comparison chart for local ski areas

Package: Quinceañera


Package: Back to school

Details, 2007

Package: A week in fall

Details, 2007

Chart: Sport Participants

Wa Wa, 2006

This chart allows tight, enhanced coverage. It’s great if you don’t have usable candids of these players. Repetition in section builds unity. Categories: defining moment, achievements, best game.

Full Page: Swimming & Diving

Wa Wa, 2006

See how it works with the other elements?

Full Page: Wrestling

Wa Wa, 2006

The chart complements the by-the-numbers list.

Chart: Activity Participants

Wa Wa, 2006

This one is similar to the sports chart. Categories include reason for joining, three “must haves,” favorite memory and one category unique to the activity

Full Page: Choir

Wa Wa, 2006

Good coverage can replace traditional copy.

Package: Girls basketball


The chart along the right complements the package. It is actually a series of small news bits. There’s also a score list in the middle.

In conclusion…

Use charts to get information to reader quicker and more visually.

Alt forms help the reader understand more.

Consider using a chart instead of text to tell the story.

Enhance coverage with charts.

Thanks Mark Newton, Grand Junction (Colo.) HS Gary Lundgren, Jostens Yearbooks Peninsula HS, Gig Harbor, Wash. Jack Kennedy, Highlands Ranch (Colo.)

HS My students at Wenatchee (Wash.) HS The NSPA library You — for participating and attending.

My e-mail (again):[email protected]

Any questions?

chart o matic

Education

percent of readers

comparison chart

media studies

poynter institute

type of chart

grazers true readers

new eyetrack research

eyetrack study