We’ve noticed two more sites adopting the 4th Column approach to page layout: The NBA site, and Forbes.com. In both cases, this space is being used for added-value, personalizable content and functions. Each area requires free registration and is given a name intended to signal the value of this personalizable, portable, content area (The “NBA Fan Center” and the “Forbes Attache”). Forbes includes a 120 x 90 ad unit and pushes the idea further by making the Attache detachable (making it a Dettache?) so you can keep it open as you browse other sites or use other applications.

NB: We were not able to get the Forbes Attache to work in Firefox.

Check our white paper and previous posts in the Screen Resolution category, for more background on the issue.

This entry was posted on Monday, May 9th, 2005 at 9:52 am and is filed under Screen Resolution, Advertising.