Tuesday, March 11, 2008

* John Bergert wrote that all advertising is for one idea --the idea that the choices offered by advertising matter.

He wrote it in the very good book "The Art of Seeing," and used the word publicity, which is British for advertising.

I call writing magaziney when it presents whatever topic it presents in a way that will not interrupt the advertising, will not make the choices in advertising seem trivial. Not all such writing is in magazines.