Only Hire Professionals!

WoodWing

World War II has been called the “last good war.” Unlike the wars of today, the entire country was involved. It dominated my childhood.

Men went off to fight and women took jobs in defense plants turning out planes, Jeeps, tanks and uniforms. My family was involved in selling war bonds and working with the USO to bring Broadway show people to entertain troops at local military bases.

My father wrote the first full-length biography of Dwight D. Eisenhower. It was published on cheapo rationed paper during the Battle of the Bulge, and every evening we gathered around the radio to hear the bombs exploding in London with chilling narration by Edward R. Murrow.


To the amateur who designed it—and the amateur agency exec who approved it—know this:

“Registration” is not only a term used in the ugly voting rights debate. It also has to do with printing. To change colors on the computer—where this ad was designed—requires a mouse click. In the world of print it requires mixing two or more colors of ink, which are then printed on top of one another.

The Philadelphia Inquirer is printed on porous paper called newsprint. Newspaper presses can print up to 90,000 96-page broadsheet (newspaper-size) copies an hour on this crappy paper.

At those speeds, it is common for words and images to get “out of register.” Even a slight skew in registration can turn an ad into unreadable mush.

The blow-up of some of the text from the ad shows what I am talking about (see the second image in the media player).

It is a gross insult to the men and women who keep alive the memory of our magnificent victory in WWII and the heroism of the “Greatest Generation.”

In short, don’t penny-pinch. Hire professionals who know how to design ads for newsprint in black-and-white only.

In the words of an early boss, Henry Castor, “God protect us from amateurs!”

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be “Write Everything Right!” Visit him at dennyhatch.com or contact him at dennyhatch@yahoo.com.


Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.


Publish date: December 1, 2013 https://dev.adweek.com/performance-marketing/hire-professionals-who-know-how-design-ads-properly/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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