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Reader Quotes

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Reader Quotes

“Too many ads that try not to go over the reader's head end up beneath his notice.”

Trying Ends Economy Reader Ads

Book:Communications of an Advertising Man: Selections from the Speeches, Articles, Memoranda, and Miscellaneous Writings of Leo Burnett

Source: Communications of an Advertising Man: Selections from the Speeches, Articles, Memoranda, and Miscellaneous Writings of Leo Burnett

“An electronic paper has infinite space because you can bring forth as much content as a reader wants. And the resolution of ads is very high. And when you touch the ad you can interact with the advertiser and the paper will take you to the advertiser's Web site and you can get more information. So ideally there should be a better connection between the ads you're shown and what you're actually interested in.”

Want Should Space Information Reader Paper Connections Infinite Resolution Ads Site Advertisers Infinite Space

Author:Russ Wilcox

“The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.”

Looks Reading Names Company Reader Bottom Ads Headlines Advertisers

Author:John Caples

“The headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.”

Ifs Way Doe Interest Break Reader Letters Accounts Ads Headlines Advertisements Make Or Break

Author:Robert Collier

“Print works! It works as a business proposition - our print readers [of the Mother Jones] not only provide revenue in the form of subs and ads, but they are a core part of our donor community; 10 percent give us a donation on top of their subscription; that's about the same rate as NPR gets from its listeners.”

Giving Form Mother Community Reader Percent Rate Core Working It Print Ads Listeners Propositions Revenue Donation Donors Subscription Npr

Author:Clara Jeffery