There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.

While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.

Most agencies run scared, most of the time. . . .Frightened people are powerless to produce good advertising. . . . If I were aclient, I would do everything in my power to emancipate my agencies from fear, even to the extent of giving them long-term contracts.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.

There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.

Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible.