Tangentially, I find it funny that the answer to this states banner blindness on a site (and set of sites, i.e., StackExchange) that usually takes nearly half the screen on desktop with a useless banner that everyone just ignores and scrolls through. StackExchange could learn a thing or two about UX from ux.stackexchange.

On topic, most people just don’t read on web pages and emails! They expect to be spoon fed in tweet increments through short messages.