DOUGLAS & MCINTYRE PUBLISHING

Douglas & McIntyre Publishing came to Kaldor looking for some newspapter ads. Buried deep in research it provided was a little gem: people are more likely to buy books if they can read them, flip through the pages a bit.

I and my Kaldor teammates thought : Why not provide a little nudge in the buying direction by giving people the juiciest excerpt from the book to gnaw on? Thus each ad features a quote from the book. We also punched up the headlines to make them more, well, ad-like and engaging—which was a definite departure from your standard “four-stars from some anonymous critic” approach.