Doyle Dane Bernbach Inc. Vice President, Copy Group Supervisor
chuukyuu Among some comments or remarks Mr. Bernbach made on advertising and creative techniques, what do you remember as. the most impressive or helpful to you?
Mr. Kollewe His remark that you've got to have people believe in what you say.
Getting them to notice you is one thing, but getting them to believe is another.
You have to do both, of course, but I think believability is the more important of the two.
When someone takes time out from their busy day to read a few lines in your ad or watch a few seconds of your TV commercial, they're doing you a favor. And you'd better have something convincing to say, or they just won't bother to look at you again.
How to cut mailing costs in half.
Read how Olin's remarkable new "weightless" paper is saving business a tidy sum in unnecessary postage.
An entirely new kind of printing paper has been developed by Olin. It's extraordinarily white,yet almost weightless. It's crisp, yet velvety to the touch. It's called Waylite.
As you'd expect, Waylite costs a bit more per pound than the traditional heavyweights.
Yet it's already saving business surprising amounts of money by cutting mailing costs.
TWA cut postage and shipping costs in half by using Waylite for its overseas timetables. Manuals, pamphlets, annual reports, catalogues have taken this new slimming treatment. The Diners' Club" uses an extra-light Waylite for its directories. (Ever notice how clear those addresses are?)
This combination of whiteness, weightlessness and opacity is unique. It's easy to produce a paper that's light or white or opaque. But it's difficult to combine them. For one thing, the whitener itself adds bulk. That's where Olin's secret lies: in a light, sparkling white substance that meshes with the fibers, forming a surface rather like nterlocking snow crystals.
The result is a remarkably Clean and elegant look. Professional. Important. Type seems to spring from the page. And the brightness lasts. (No wonder most Bibles last year were printed on Waylite. It's almost impossible to dog-ear, too.)
If you'd like to see and feel this paper for yourself, write for our pamphlet, "The Economics of Paper." It won't cost us much to send it to you. It's printed on Waylite.