Web Page Design for Designers - Editorial February 2003#feature
This article is supposed to be about banner ads. The critical thing about banner ads, is that there's not a lot of room to do any 'convincing'. The best you can hope from a banner ad is to draw the reader away from what they are looking at to a place where you do have space - on another Web page.

Banner ads are signposts to somewhere that you probably don't want to go. Even though there is not much space, you have to do that much convincing to start with. Missing out on this simple requirement is where the majority of banner ads fail.

Let's stand back a little and look at what a banner ad really has to do. It's not an easy job so a little analysis is helpful.…
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