I've never heard this term yet...

I guess it depends on the type of writer you are and the goals you have -

I did some research for an earlier article and figured out there are 3 types of readers - the scanners, skimmers and the loyalists -

The scanners are only there for the takeaways, the skimmers prefer visuals so will staya little longer if you have those and then the third and most valuable group - those who actually read from the beginning to end.