The bottom line is that customers are pressed for time. Many are surfing the Net while on their lunch break or between office chores. If they can't figure out your offer quickly, they may click elsewhere. When an important story gets placed below the fold on the front page, it is considered a slap in the face. The editor doesn't think the topic is important or doesn't want to offend an important advertiser by giving the story a more noticed position.
Web sites work much the same.
The top of your opening page gets by far the most attention. A headline will always get more attention than plain copy. I find that if I list five small linked headlines at the top of my opening page, visitors click the links in the order they appear from top to bottom. Kevin Nunley provides marketing advice, copy writing, and promotion packages. This article can be reproduced in your publication or on your web site at no charge.