One-third page square ads were always a
lousy space buy because you inevitably got stacked with another one,
thus diluting your effectiveness on the page. So for client Everything
Audio I sort-of “invented” the one-third horizontal, a configuration
not then to
my knowledge in any magazine’s rate card. Priced for us by the
magazines at the standard one-third page rate, these ads “commanded”
the page like a half-page, but at a considerable savings. Plus they
perfectly suited the shapes of “rack mounted” gear (below), which is
what made me think of it in the first place. Form follows function.
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