Ad Smarts

As Freddy Goudy said–and as I quote ad nauseam–“those old guys stole our best ideas.” In this case, thanks to the indefatigable Mirko “if it’s out there, I’ll find it” Ilic and collected by Borut Vild, here are advertising pages from Politika, the oldest continuously published newspaper in the Balkans. When most newspapers ran conventionally type-heavy ads, Politika enabled advertisers to play with space (not unlike the contortions newspapers and magazines are doing today). Here for your enjoyment are a few pages. The top one, from 1931, says “I need only half of this space to explain how good my product is.”

Have you seen any odd, but effective, uses of printed space lately?

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Daily Heller, Imprint: Print Magazine's Design Blog

About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.

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