Like A Midwife, I Make My Living

The Psychiatrists Say That Everybody Should Have A Hobby. The Hobby I Recommend Is Advertising

The Success Of A Meeting Often Depends On Having The Right Documents - Proofs, Artwork, Schedules, Research Charts, Etc. - Present At The Start Of The Meeting. All Too Often We Arrive Like Plumbers, Leaving Our Tools Behind.

The Most Important Word In The Vocabulary Of Advertising Is Test. If You Pretest Your Product With Consumers, And Pretest Your Advertising, You Will Do Well In The Marketplace.

Be More Ambitious. Don't Bunt. When You Get A Job To Do A Story Or An Ad, Try And Hit The Ball Out Of The Park Every Time

Most Readers Look At The Photograph First. If You Put It In The Middle Of The Page, The Reader Will Start By Looking In The Middle. Then Her Eye Must Go Up To Read The Headline; This Doesn't Work, Because People Have A Habit Of Scanning Downwards. However, Suppose A Few Readers Do Read The Headline After Seeing The Photograph Below It. After That, You Require Them To Jump Down Past The Photograph Which They Have Already Seen. Not Bloody Likely.