i dont think its really banner blindness, but rather the more general fact that i learned that most sites use these "areas" on the page either for advertisements, or kewl banners, none of which i actually am interested when reading the content of the page.

I never have found any answer to any question in that particiular area. The colors also make me pay even less attention, and if you really wanted me to notice it, it would have been red text :D