better than admen. Look at the news magazines which have been successful in attracting readers: Time and Newsweek in the United States, L’Express and Le Point in France, Der Spiegel in Germany, L’Espresso in Italy, Cambio 16 in Spain. They all use the same graphics: Copy has priority over illustration. The copy is set in serif type. Three columns of type, 35 to 45 characters wide. Every photograph has a caption. The copy starts with drop-initials. The type is set black on white.