Bob Gans

AS ADVERTISEMENTS go, so goes our magazine. Or any magazine. While smug in our self-assuredness that the church of editorial content remains unfettered and separated from the state of advertising, the truth is we need each other. Without advertising, a publication would explode on the launch pad, never seeing the light of print. Without editorial, advertising would produce merely a shoppers’ news, a penny saver. Over the past 50 years, we’ve had our share of the rigid and mundane when it comes to ad presentation, but there are plenty of examples where advertisers have gone out of their way to trigger response mechanisms. Pretty