When this ad for the Midi Patcher ran in
Keyboard magazine in the late ’80s, it was a joy to behold.
I had never seen anyone successfully present any long rack-mounted
gear in any of the magazines in which we advertised. So I came up with
configuration for my client. With a little coaxing, we got the ad space
price of a full page color from the magazine for two side-by-side
halves. Wow! Big product! You ought to know by now what I think about
I suppose much of the impact is lost here
on this webpage, but
just imagine turning the pages of the magazine and coming across this spread out across two pages!
If you had the slightest interest in midi (and of course
you did– you were reading that magazine), this ad grabbed you but good.
The product’s front panel would
have been hopelessly small and lost in any traditional ad space. But
here the interested reader gets to see it all and drool.
We pulled the same stunt for the Audio
Matrix 16 (below). Several “Eric Wrobbel-isms” are present in the
here: the outsize text type that is
friendly, clear, and “techie” all at the same time, and the engaging,
curious headline that zeroes in on our target market, and of course the
larger-than-typical product shot that invites the viewer to
read and mentally “push the buttons,” developing an irresistable urge