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Seligman full page nyt times ad These financial ads were created by Jim Durfee and Martin Solow of Durfee & Solow Advertising in New York. We were hired generally for art direction including visual concepts. And specifically for typography that would help brand the company.

Ads with lots of long text need to be very thoughtfully type-directed. In this case, deep indents to give the eye a place to rest, and large type, were useful creative decisions. Type family ITC Galliard.

It was sheer luck that the Seligman phone book listing came at the top left of the page it was on. Sometimes :-)

Readers are always busy. Make it look hard and good-bye readership.

Seligman 2-page nyt times spread ad