Small ads that "command" the page
One-third page square ads were always a lousy space buy because you inevitably got stacked with another one, thus diluting your effectiveness on the page. So for client Everything Audio I sort-of “invented” the one-third horizontal, a configuration not then to my knowledge in any magazine’s rate card. Priced for us by the magazines at the standard one-third page rate, these ads “commanded” the page like a half-page, but at a considerable savings. Plus they perfectly suited the shapes of “rack mounted” gear (below), which is what made me think of it in the first place. Form follows function.
What: Concept, copy assistance, design, production art.
For: Third-page horizontal black & white ads for Lexicon digital reverb and Eventide Harmonizer
Client: Everything Audio (Pro Audio dealer)
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