Print matters still. In fact, it matters more than ever, even—maybe especially—in a world of continuous rapid-fire media innovations because it provides the standard—the acid test—for relevance and communication power.

Why print? Because it’s the purest form of advertising—an idea given power visually and crafted to move people with words. If you don’t have an idea, it shows. If you can’t write, people know. You can’t hide emptiness behind a mesmerizing glare of glitzy TV production or trade on the familiar voice of a spokesperson to make a connection for you. It’s just you and the reader. So print is the acid test for advertising as well as advertising people.

Unlike electronic media, print requires our attention. If you lose your concentration when you’re reading and your mind wanders, what do you do? Why, you read the sentence or paragraph or page over again – too often more than once. A woman named Evelyn Wood built a speed-reading franchise on this simple truth. Her instructors don’t teach you to read faster; they teach you to concentrate better so you don’t have to reread. That’s why Evelyn Wood graduates not only seem to read faster, they also remember better.

People process print differently, too. An Israeli researcher demonstrated this with an often-cited experiment. He exposed a group of young people to a simple story, half of them in a video mode, the other half in print. Tested at similar intervals—two days, two weeks, two months or whatever—the subjects revealed fascinating differences not so much in their ability to recall the basic story, but in the connections they had made with the material. Their relative ability to repeat the plot line differed only slightly, but when asked questions such as, “What do you suppose Rachel’s life was like before this story began?” and “What do you think is going to happen next?” the TV kids went “Huh?” The print kids, however, had developed entire scenarios that combined material already in their heads with the story they had read. “I think Rachel grew up in the city, in a house near the harbor,” said one. “Rachel and Ben are going to get married and have three children, two boys and a girl,” said another. IN short, Print—as a discipline and as a medium—matters to advertisers more than ever. This book shows how to harness its principles for greater profit.

Chapter 1 The Importance of Print

The Primacy of Print
Parting Shot

Chapter 2 Are You Talking to Me?

In Focus
Differences and Distinctions
Even a Unique Attribute Isn’t Enough
But There’s More
Engineers Aren’t Always to Blame
“You can observe a lot by just watching.” (Yogi Berra)
Two Types of Research
What Do You Do with All That Stuff?
Taking It to the Next Level
Recap
For Further Reading

Chapter 3 First, Get My Attention

In Focus
It’s Not Who’s First; It’s Who Lasts
What’s My Motivation?
Research: Hitting the Sweet Spot
It’s Not an Either/Or Decision
Where’s Waldo?
Why, Daddy?
Hierarchy of Customers
It’s All in Your Head
Recap
For Further Reading

Chapter 4 Visuals Reach Customers

In Focus
Graphic Arts
Use Captions
Using Photographs
Legal, Cultural Cautions
Stock Photos Can Backfire
Recap
Notes
For Further Reading

Chapter 5 Headlines and Subheads

In Focus
Heads and Visuals: Working as a Team
Types of Headlines
Rules to Follow—Usually
Subheads
Recap
Notes
For Further Reading

Chapter 6 Copy That Makes the Sale

In Focus
That Golden Lemon

Chapter 7 Select the Proper Font

In Focus
Major Font Characteristics
Type Personalities
Element Relationships
Boldface
Italics
ALL CAPITALS
Reverse Type
Other Considerations
Text Alignment
Column Width
Recap
For Further Reading

Chapter 8 Designing an Ad

In Focus
Equilibrium
Proportion
Contrast
White Space
Color
Overprints: Printing Text on Top of Photos
SAUs
Recap
Notes
For Further Reading

Chapter 9 Direct Marketing

In Focus
Direct Mail
Mailing Lists
Envelope
Postage
Letter
Collateral
Timing
Catalogs
E-Mail
Online Advertising
Recap
Notes
For Further Reading

Chapter 10 Out-of-Home

In Focus
Billboards
Transit Advertising
Inflatables
Miscellaneous
Notes

Chapter 11 Ad Campaigns

In Focus
What Are You Trying to Accomplish?
Corporate Advertising
Issue Advertising
Consumer Advertising
Trade Advertising
Integrated Marketing Communications
Recap
For Further Reading

Chapter 12 Selling the Work

In Focus
Selling in Print
Selling vs. the Competition by Content Analysis
Recap

Chapter 13 Legal and Ethical Issues

In Focus
Legal Concerns
Ethical Concerns
Sexism in Print Ads
Why Be Ethical?
Recap
Notes
For Further Reading
About the Authors

Appendix A

American Advertising Federation (AAF)

Appendix B

Power of the Printed Word: International Paper Campaign
Glossary
Illustration Credits
Index

Print Matters provides a comprehensive, easy read for both the beginning advertising student and the seasoned professional. The book offers a wealth of information presented in a practical fashion. It’s an outstanding addition to anyone’s advertising library.

Joseph Basso, Esq.
Rowan University

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This is a very interesting book, with excellent examples, clear explanations, and easy-to-apply theories if you’re looking to develop effective advertising campaigns.

Margo Berman
Professor of Advertising
Florida International University
Author of Street-Smart Advertising: How to Win the Battle of the Buzz

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This text offers a practical, thorough, applied approach to print advertising and is a must for any course on print advertising. The text provides step-by-step instructions on how to create effective print advertisements, but also provides sufficient theory for students to understand why print ads are designed in a particular manner. This text is excellent for instructors who want their students to learn how to create print ads, not just learn about print advertising.

Kenneth E. Clow
Biedenharn Endowed Chair in Business
College of Business Administration
University of Louisiana at Monroe

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Print advertising ain’t dead. Quite the contrary. In this ever-changing world of fast, hip, digital communications, we may forget that one thing never changes—the life and death impact of great writing. Advertising scholars Hines and Lauterborn offer great advice on the power of words— advice for clients, planners, strategists—all students of advertising.

Richard Cole
Professor and Chair
Department of Advertising, Public Relations, and Retailing
Michigan State University

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Hines and Lauterborn are right on with this book. The importance of drawing in and holding the reader in print advertising can’t be overstated, since it is far and away the most important medium for solid delivery of the advertising message.

The authors show that this works both ways: studies demonstrate that print is the best medium, and they show those in the advertising business how to make sure they use it to best advantage.

No shallowness in this book—Hines and Lauterborn cover all bases. What a boon this book will be for those wanting to learn all about advertising. Love their textual and visual illustrations.

Elenora E. Edwards
Managing Editor
The Tennessee Press Association

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Great champions master fundamentals first. This book is a master foundation for championship print advertising. I hired and fired a lot of would-be talent. I wish I had this book earlier in my career. I could have said, “Come back and see me when you have memorized this.”

This book is a master foundation for great print advertising. If you want a job in persuasive communications, memorize this book before you go on any interviews.

Sean Kevin Fitzpatrick
Former Chief Creative Officer
McCann-Erickson World Group

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Randy Hines’s monthly column offers practical and common-sense advice to newspapers across the country. So, it comes as no surprise that this book follows the same successful formula: Textbook advice written in non-textbook language with contemporary examples illustrating his points. He introduces you to what you should know and reintroduces you to what you already know—signs of the good teacher he is. You’ll take much away from this classroom of Professor Hines.

George Geers
Editor
New England Press Association

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The book provides an excellent summary of essential consumer behavior and research concepts that every copywriter needs to know.

Jonna Holland
Associate Professor
Department of Marketing
University of Nebraska–Omaha

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In this highly readable, usable volume, the authors show that plain, simple, effective language still matters—maybe more than ever in today’s over-marketed, over-communicated marketplace. And regardless of the media you are using, the principles they explain so clearly will help you craft more effective advertising messages.

Rick Kean
President
Business Marketing Institute
Former Executive Director, Business Marketing Association

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Companies that advertise do better than companies that don’t advertise. It’s expensive and consumers say they hate it, yet it continues to be the defining quality in a brand’s success or failure. In Print Matters, Randall Hines and Robert Lauterborn explain how advertising has changed, what works, what doesn’t, and why. It’s a good, useful and very readable book from which I expect to be quoting fairly regularly.

Joe Marconi
College of Communications
DePaul University
Author of Creating the Marketing Experience

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As we are now fully engaged in the era of interactive advertising media, it is critically important to reinforce the basic principles of effective advertising . . . this book captures the essence of persuasive print techniques, compelling ad copy, and useful hands-on lessons that apply now more than ever. I have used it for online IMC Multi-Channel Media courses to the delight of the graduate students who appreciate such well-honed print wisdom and insight.

Sheila L. Sasser
Department of Marketing & IMC
College of Business
Eastern Michigan University

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. . . a great conversational style with focused descriptions, explanations, definitions, and illustrations that will give great guidance to anyone trying to master the essentials of creating more powerful print advertising.

Alice Tait
Professor
College of Communication and Fine Arts
Central Michigan University