The academic behind the research, professor Neil Thurman of the University of Munich and City University London, said that his study should make PR professionals re-evaluate their approach to getting media coverage for clients.
Some of those commenting on Twitter warned against taking Thurman's message about print getting longer engagement too literally.
But others did welcome the reminder of how coverage gets lost in the digital jungle.
Some universal truths about print and online were repeated...
Headlines always get read. Articles? Sometimes. https://t.co/nnJ9nK7owG— Michael Connellan (@MikeConnellan) February 2, 2017
And the message that "relevance" is key came through again and again.
I always make sure my clients get a relevant mix of both, neither should be ignored. This is a good read. https://t.co/ERNmLBYeUq— Anna Addison (@PRAnnaAddison) February 1, 2017
Of course, some readers' reactions were comic rather than sincere (we hope, at least).
good piece here about skimmed milk or something https://t.co/vQhdri2Yz8— Thomas Seal (@TW_Seal) February 1, 2017