page layout - Should the F-Pattern be considered in all designs?

The F-Shaped pattern is a pattern found in an eye-tracking study as the primary areas people glance over when reading a website.

http://www.useit.com/alertbox/reading_pattern.html

Is this something we as graphic designers should consider not only in web but in all mediums? If so do we give priority placement to our content for maximum benefit to our end-users or to advertisers/sponsors for maximum revenue?

Answer

I'd say it depends on your goals. If speed of getting information is your top priority, then probably yes. If you seek to delight, impress or surprise users, then better think of it after achieving what's more important.