Printers' Ink - issue of 1905-01-04 (Vol 50, Iss 1)
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
It uses local retail advertising volume as the ultimate proof of a newspaper's effectiveness. By pointing out they carry the most lineage while also charging the highest rates, they preemptively justify their premium pricing.
Steal this when
You need to justify premium pricing by pointing to the heavy usage of your product by smart, local buyers.