The first ad we saw for a new magazine, the one that launched this month, had been a copy of the New York Times.
But the ad’s design made it clear it was a magazine that was not going to sell itself.
It didn’t have a glossy cover or a magazine logo on it.
The title, The American Century, was a bit more explicit: The first issue was “The American Century” – the name of the magazine – and it was to be available to readers in November.
In a similar ad from the year before, a reporter named Jane had been reading the New Yorker for a month and had written about the magazine’s new format.
She had been “on a mission”, and her goal was to “read more, read better, and have more fun”.
The article on the cover of The American Continental, published in April 1913, had the headline: “There’s no place like home”.
And on the front of the first issue, it said: “In the spring of 1913, the first of a new kind of magazine, The Century, began publication.
Its title is The American Civil War, and it tells the story of the great American battles of the American Revolution, from 1775 to 1781.”
“In a similar advertisement from the first year of publication for the New England Historical Quarterly, the headline reads: “The New England Quarterly Review.
The new edition of the publication did have a clear title, and a bold headline. “
It’s the first time a magazine has used the word ‘home’, so it was very clever and it’s such a powerful word.”
The new edition of the publication did have a clear title, and a bold headline.
But it did not include a word “home” – that was an optional step.
This time, it did say: “If you’re a new reader, you’re in for a surprise.”
It also made a point of including a “home-style” feature.
The magazine itself was not a new publication, but rather an English-language magazine with a distinctive name.
The cover was a black-and-white photograph of a soldier on horseback, the words “The Century” written on the side, and the words ‘home’ on the bottom.
In the top-left corner of the photograph, there was a small red dot.
“We have a new editor in chief, so we wanted to make sure the word was clear,” says Julie Henshaw, the magazine editor who created the design.
“And it also said ‘Home’, so we felt like we had to give that a home-style headline.”
The title of the issue itself is also a bit bolder: The Century.
And it’s written in a bold font, with no words at all.
The text itself is simple, but its boldness and clarity make it very readable.
“I love bold,” says Henswa.
The magazine was to sell for $1.95, but only to subscribers in the US and Canada. “
The way it is, I think it’s very readable.”
The magazine was to sell for $1.95, but only to subscribers in the US and Canada.
(A US subscription price was set at $3.99.)
“We were all so excited to be able to launch The Century,” says Rippett.
“But it was also an opportunity to look at how a magazine could be used in other countries, so that people would be able read The Century.”
A few months after The Century’s launch, The New York Tribune ran a similar magazine ad for the first edition of a book.
The headline was “How to write a good book” and the copy was printed on a magazine paper.
“A few months later, we started to see an ad for a magazine,” says Michael Pate, the managing editor of the Toronto Star, the other major Canadian newspaper that had a similar advertising design.
The ad was published in the newspaper on October 11.
It said: The Times, the Nation, the Evening Standard and The Globe are all magazines.
Each has a different purpose.
It’s all about the reader.
If you want a book that will sell for money, you have to make a magazine.
The American and American Century have been combined.
The new ad for The American has a bold title.
The same bold text is shown on both the magazine and newspaper fronts.
The Times’ advertising style, by contrast, is more subtle, using black and white.
“There was something about this headline, the boldness of the text, the font, and how we were able to combine them that really stood out,” says Pate.
“You know, I love bold.”
The ads were so successful that The Times decided to add an option for readers to buy their own copies