Type Introduction Which are best? Making great headlines Stick with 2 typefaces Ascenders & descenders Width of columns Take our ad effectiveness course. Learn what you need to know to get a great response the first time you run. Just $59 • Get more readers seeing your ad • Get more readers reading your ad • Get more readers responding

Believe it or not, how wide you make your lines of type will have an effect the readership of your ad.

While wide columns are fine when reading a book, readers of newspapers and magazines find wide columns difficult to read.

The problem is that when readers get to the end of a long line of text, they sometimes have difficulty finding their way back to the line below it. The wider the line of type, the easier it is for them to get lost.

This means if your ad is significantly wider than 2 1/4 inches, one solution is to consider breaking your type up into two columns or more (see example).

There is another solution, though. If you do choose to have very wide lines of type, try increasing the line spacing, or leading.

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