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©Copyright 2008, 2014 Eric Wrobbel



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These small quarter and third page ads appeared in various magazines. As is my style, these ads “command the page” —here through the use of large hand-lettered type. When published, my small format ads are usually the most attention-getting thing on the entire page spread.


Denise Wheeler Film Permits. Eric Wrobbel advertising, design, hand-lettering. http://www.ericwrobbel.com/art/smallbandw.htm
Custom Neon. Charles Di Bona. Eric Wrobbel advertising, design, hand-lettering. http://www.ericwrobbel.com/art/smallbandw.htm

Obvious? Of course. So why do so many go so wrong so often? The key is in the word “relevance.” The reader defines what is relevant, not you. The best you can do is find out. No amount of self-centered bluster is going to do you any good.

What: Concept, copy assistance, design, art
For: Partial page advertising
Clients: Denise Wheeler Film Permits,
Custom Neon, Everything Audio
When: Late 1970s, early 1980s

I find it fun doing smaller ads and competing with the other small ads on the page. So much communication is completely backwards in its approach, conceived by people who are convinced the world waits anxiously for every word they have to say. Well it doesn’t. To really communicate, focus on your reader's needs, not yours. Reach out and grab visually, and immediately if not simultaneously provide information relevant to the reader.


Everything Audio advertisement in Music Connection magazine. Eric Wrobbel Advertising, design, illustration. http://www.ericwrobbel.com/art/smallbandw.htm