Printers' Ink - issue of 1911-01-05 (Vol 74, 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 a clear, simple analogy (building a bridge) to demystify advertising. It acknowledges the difficulties (trade tangles, competition) but positions the agency as the experienced engineers who can navigate them.
Steal this when
You are selling a complex B2B service and need a simple, grounded metaphor to explain what you actually do.