On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. — David Ogilvy Copy Share Image
Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because… — David Ogilvy Copy Share Image
