From Ogilvy On Advertising, one of the ad world's most famous texts.
- Roughly six times as many people read the average article as the average advertisement.
- Four times as many people read captions as read body copy…So, caption every photo if you want the opportunity to communicate and persuade.
- Headlines get five times the readership of body copy.
- Body copy is seldom read by more than 10 percent of the readers of a publication (ad, brochure, data sheet, web copy). Those 10 percent are the serious prospects you’re looking for.