This two-page advertisement for the World Wildlife Fund appeared in the New York Times. It contains 3,232 words. I believe that all copy should be signed by the agency. This is never done in the United States, on the ground that manufacturers buy space to advertise their products, not their agencies. Short-sighted. My experience suggests that when agencies sign their ads, they produce better ones. When Reader’s Digest asked me to write an advertisement for their magazine (see this page), they specified that I had to sign it. Golly, did I work hard on that ad. Everyone was going to know who wrote it. It is now the convention for agencies in Germany and France to sign their ads. The FCB-Impact agency in Paris even gives its copywriters a by-line. Jolly good. Short copy or long? All my experience says that for a great many products, long copy sells more than short. I have failed only twice with long copy, once for a popular-priced cigar and once for a premium-priced whiskey. Here are nine examples which were successful: 1 The late Louis Engel wrote an advertisement of 6,450 words for Merill Lynch. One insertion in the New York Times pulled 10,000