I'm also heartened by the article's first featured finding: that tighter writing, more white space, and jettisoning unnecessary imagery helps readers read faster and retain more of what they've read.
Please click through to view the image. It's actually very interesting.
The basis for this article is from an Online Journalism Review study that used eyetracking points to craft a more effective article design. Through this they noticed that when looking at an image, men looked at the same points as women did, but also the crotch area. This was true when viewing both male and female images.
Although both men and women look at the image of George Brett when directed to find out information about his sport and position, men tend to focus on private anatomy as well as the face. For the women, the face is the only place they viewed.