If more copywriters were ambitious, they too would find fame and fortune. This is Touffou, the medieval castle where the author holes up when he is not visiting one of the Ogilvy & Mather offices. Mills Shepherd conducted similar research on the editorial content in McCall’s, and came up with similar results. He found, for example, that photographs of finished dishes consistently attracted more readers than photographs of the raw ingredients. Recipes, printed on recipe cards, were sure-fire with housewives. Using the same research technique, Harold Sykes measured the readership of advertisements in newspapers. He reported that ‘editorial’ graphics were consistently high performers. In 1947, Harold Rudolph, who had been Research Director in Stirling 2 Getchel’s agency, published a book on the subject. One of his observations was that photographs with an element of ‘story appeal’ were far above average in attracting attention. This led me to put an eyepatch on the model in my advertisements for Hathaway shirts. Later, the advertising community turned its back on such research. Agencies which pioneered the search for knowledge now excel in violating the principles their predecessors had discovered. Clients sometimes change agencies because one agency can buy