Kaiser's love for print is equal to Burnett's.

When you cut your teeth on print, as Kaiser did, you learn the only thing that counts is the idea. If the idea is strong, prints makes it stronger. If weak, there's no way to hide that lack of an idea. Print is the perfect medium for the best writers -- and a great place for big ideas.

For years Readex Research has been testing ads as they are seen and read in magazines.

Three qualities are measured:

• Attention -getting
• Believability
• Information value

Kaiser Communications consistently scores highest in all three areas, often 400% to 600% better than the average ad in the magazine.

That means you get 4 to 6 times the bang for your buck with KCI.

Copy Lead-in: Take a tiny Alpine village. Give it one of the biggest tourist events of the decade. What have you got? No space for the tourists...

Challenge: The Passion Play at Oberammergau, Germany, comes once a decade. It's so rare, so famous and so beautiful, it's always sold out. Our challenge was to tell travel agents that we could accommodate their clients, "we" being an unknown travel wholesaler.

Big Idea: Simplicity! No only does the heading and cartoony illustration tell the complete story, it tells it in a guileless manner that inspires childlike trust.

Bottom Line: Tours were sold out the publication date of the magazine.

Captions:
Mrs. Kaiser plucked here.
Little Jimmy thumped it here.
Mrs. Solomon squeezed here.
Stockboy nibbled about here.

Copy: Next time, sell them with Atlantic's clear, fog-free PVC Packaging Film. Keeps curious hands off, freshness and sales appeal in.

Big Idea: Again, simplicity. The story's told by the time the produce manager reader gets to the headline. A strong, simple idea, presented with respect for the reader.