Exhibit in the column

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 ad sells a free hour by borrowing fame instead of arguing: ORSON WELLES gets top billing in the biggest type, the story is billed as "the Famous Screen Success", and PAULETTE GODDARD closes the column, while Campbell's name appears only inside the programme title. The scalloped awning and the tilted TONIGHT and WABC 8 TO 9 cards dress a radio broadcast as a night at the theatre with a curtain time. The teaser gives mood, not plot, and stops on "till Love ruled him", so the only way to get the story is to tune in.

The big idea

Campbell's hands listeners a famous star in a famous film, on the radio tonight, and presents the broadcast as a night at the theatre.

The offer

Tune in to The Campbell Playhouse on WABC, 8 to 9, tonight and every Sunday evening, for Orson Welles in "Algiers" starring Paulette Goddard.

The proof

Borrowed fame: top billing for Orson Welles and Paulette Goddard, and the story billed as "the Famous Screen Success".

Lines from the ad

THE Campbell Playhouse PRESENTS ORSON WELLES

There he ruled-till Love ruled him.

TUNE IN! Campbell Playhouse SUNDAY EVENINGS!

Steal this when

When a free, time-bound broadcast or event lives on its star's name and the sponsor needs to be present without competing with that name.

The emotion

Written to Excitement. It makes the Say move.

Orson Welles in 'Algiers' with Paulette Goddard comes first, then tilted TONIGHT and WABC 8 TO 9 cards give a curtain time and one step: tune in.