al-Hilal magazine June issue ad, al-Kawakib 1961
American University in Cairo, Rare Books and Special Collections Library. al-Kawakib. RBSCL believes this item is in the public domain.
The pattern
This still is filed under Lettered cover hook.
Define
The cover is the hook, and the hook is lettering: a title treated as an image.
Mechanism
Type as bait. The words are drawn so they stop the hand before the contents are known.
Verdict
A journal, book, or issue must sell itself on a rack or a feed
Why it works
The magazine's name is drawn huge and alone, so a reader who already knows the title only needs the command 'watch for' and the date, the first of June. A short boxed line then says what a monthly buys you, the essence of letters, science, arts and the cultures of East and West, and the 7 piaster price sits in a black arrow pointing at it.
The big idea
A known monthly needs a reminder, not an introduction: its name drawn huge, the command 'watch for' and the date, the first of June.
The offer
The June issue of al-Hilal magazine, out on the first of June, price 7 piastres.
Lines from the ad
ترقب عدد يونية من الهلالWatch for the June issue of al-Hilal
يصدر أول يونيةOut on the first of June
الثمن ٧ قروشPrice 7 piastres
Steal this when
A known publication or product needs a reminder of the next release date more than an introduction.
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