I recently subscribed to “Muse by Clio,” an email newsletter from the eponymous awards company. I invariably find interesting items and heartily recommend it to any of my readers who are interested in creativity. It’s free.

In one recent issue,​ there was a clip on a Swiss advertising company that has taken David Ogilvy’s advice that long copy sells to contemporary extremes. In this day of notoriously short attention spans and advertising clutter beyond belief or relief, Scholz and Friends has crafted a series of transit stop posters promoting a trial subscription to Neue Zürcher Zeitung (The New Zurich Times) that are well worth looking at…and reading.

Here’s the link:

https://musebycl.io/advertising/newspaper-all-dares-you-read-its-sneaky-long-copy-ads