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I recently read an article entitled Who Killed Long Copy.
The good agencies and the good copywriters are still writing beautiful and engaging long copy.
Investment also plays a key role in helping to encourage the use of long copy.
David Ogilvy was the daddy of long copy; his Man in the Hathaway shirt and the Man from Schweppes is here are two of the most iconic long copy ads ever written.
Despite the lack of recognition (long copy ads do not win awards – at least not international ones) we need long copy to be able to give meaning and context.
But just because long copy is still used doesn't mean this once integral tool of the marketing arsenal is thriving.
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Still, before long, copies found their way into the vault.
Long copied and circulated, the work was not printed until 1904.
Toyota's upscale division has long copied the playbook of BMW and Mercedes-Benz, then added reliability.
On the other end of the spectrum, participants with two long copies were satisfied with their marriages regardless of the emotional atmosphere.
These will have long copies, short spacers and few imperfections.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com