South end forever North end forever
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 headline is not the publisher's voice at all - it is the two rival factions' own shouts, printed side by side, so every buyer in the street sees his own side named and the sheet becomes partisan merchandise for both markets at once. The deck underneath is a working piece of direct-response copy: it promises the history, the account of the Pope and his wife, and then closes with too tedious to mention, which is the eighteenth-century version of and much more inside. Numbering the twenty-eight stanzas and splitting them into two columns converts a long poem into short countable units the eye can enter anywhere, which is what keeps a dense grey text saleable to a semi-literate crowd. The woodcut is documentary rather than decorative: it pictures the exact cart being pulled past the buyer at that moment, which collapses the distance between the printed thing and the event.
Steal this when
Steal this when your audience is already in the middle of a shared event and you can sell them the artefact of it while it is happening. Lead with the audience's own words rather than yours, name both factions if there are two, and number the content so a long piece reads as many short ones.