Data as proof

The pattern

This still is filed under Data as proof.

Define

A chart, map, or count that is the argument, not an illustration next to the argument.

Mechanism

Sighted evidence. The reader is asked to believe their eyes: a bar, a share, a spread on a map.

Verdict

The claim is comparative or quantitative and the figure can be read without a caption doing the sell.

Why it works

The biggest thing on the page is a count of entries from university students, which proves at a glance that the competition is large and that young readers care about it. The copy then says entries have closed and a committee is choosing winners, leaving the outcome open. The only place to follow it is the next issue, with its day and price in the bottom bar.

The big idea

One big count turns the magazine's own contest into news: 1,850 student entries are in, the judges are at work, and the result is in Thursday's issue.

The offer

Read the details in al-Musawwar on Thursday 25 September, price 4 piasters.

The proof

1,850 projects submitted by university students to the leisure-time competition, with a preparatory committee sorting them for the higher committee that picks the winners.

Lines from the ad

١٨٥٠ مشروعا

1850 projects

تقدم بها شباب الجامعة فى مسابقة استغلال أوقات الفراغ

Submitted by university youth in the competition on making use of free time

اقرأ التفاصيل فى المصور

Read the details in al-Musawwar

Steal this when

When you run a contest or campaign, lead with the real participation number and send people to one dated place for the result.

The emotion

Written to Curiosity. It makes the Say move.

It names the open question, who wins among 1,850 student entries, closes part of it with the count and the judging stage, and sends the reader to Thursday 25 September's issue.