For years, reputations in advertising were made on the strength of great print work. Before the Bill Bernbach-inspired creative revolution began to register on America's TV screens with funny, realistic, and memorable commercials for Volkswagen, Alka-Seltzer, and other brands, there was outstanding and often arresting print work for Avis and Ohrbach's department store, to name only two. But just as video killed the radio star, TV quickly came to dominate the print media in the eyes of advertisers and agencies. With a few exceptions, the focus of the business turned away from the printed page. It was left to the purists at small agencies in Richmond and Minneapolis to maintain the craftsmanship and devotion to print—and, more specifically, to the medium of magazines, as opposed to the tactical and often retail-centered world of newspapers.
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