per cent of men read more than half of them, and Shell’s share of the market reversed a seven-year decline. 6 My partner Francis X. Houghton wrote an advertisement for US Trust which contained 4,750 words. It was a success. 7 In advertisements for Ogilvy & Mather, I used 2,500 words. They brought in a lot of new business. 8 In an advertisement for the World Wildlife Fund, I used 3,232 words. 9 In a series for Morgan Guaranty, I used 800 words. They did the bank a lot of good. For some years I used this layout in all my magazine advertisements. It gives a large photograph, a headline up to nine words, and