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.

I prefer the discipline of knowledge to the anarchy of ignorance.

To advertisers: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?"

What you say in advertising is more important than how you say it.

Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

Big ideas are usually simple ideas.