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.