If you’ve heard the term “above the fold” and wonder if it’s still a valid marketing term, read on.

In the newspaper world, the most important information has always been displayed “above the fold” to catch the reader’s attention. However, the impact of Mobile has changed the way users read and look for information. Long scrolling sites are more common now that a large percentage of the word’s population use their cell phone as a source for information and making purchases.

The narrow screen on a mobile phone has taught readers to scroll “below the fold”. Also research has shown that the old days of tapping page to page has become less appealing and less efficient than scrolling down a page.

Long scrolling sites, which are designed to adapt to mobile, are easy to read and easy to modify. And since content is “king”, the long scrolling platform is perfect for narrative design.