From blogger Chris Brogan:
I asked 353,000-ish people which blogs they’re reading lately. The answer: almost none. Most replies came like this: I watch YouTube or I listen to podcasts.
People are reading on average a total of 19 minutes a day. Across everything. That includes texts and emails. 19 minutes. YOU might read more than that. But “people” are not.
So the BEST solution? Create your media in a few formats. Do some audio, some video, some text. The stuff that needs a lot of reading? Do text AND.
In all cases where you’re doing text, do text AND. Text and audio. Text and video. Audio and video.
He explains why in more detail in the post.