Advertisement of Israel Kaplan's progressive Jewish school "LeTorah VaDa'at" in Minsk c. 1897
The pattern
This still is filed under Exhibit in the column.
Define
An image is dropped into the column of type so the reader meets picture and argument in one scan.
Mechanism
In-flow exhibit. The figure is not a separate see fig. 2. It starts the paragraph. Eye and mind start together.
Verdict
Long copy must show as well as tell: a product cutaway, a before/after, a map in the story.
Why it works
The two-column curriculum table is the whole argument compressed into a layout decision. Rather than claiming the school balances religious and secular study, it prints the two lists at equal width, equal weight and equal length either side of a rule, so the balance is seen before it is read - the format is the promise. Leading with the government licence disposes of the objection a traditional community would raise first, which is legitimacy, before any benefit is claimed. The blanks left for hours and address let one print run serve a moving target and, more usefully, force a face-to-face conversation: the parent has to come and ask. Signing it with a named individual rather than an institution puts a person's reputation behind a new and, in that setting, controversial school.
Steal this when
Use this structure when you are selling something the audience suspects is a compromise between two things they both care about. Do not argue the balance - typeset it, as two equal columns of equally specific items, and put the licence, approval or credential in the very first line.