My husband brought in the paper this morning and I had a disorienting moment when I saw the front page laid out on the table. All the news fit to print on 7/21/69. First 3 pages were reprinted and inserted into subscriber copies, courtesy of Louis Vuitton.
What most interested me weren't the headlines which have been screaming from newstands for weeks. It was what was set in small type: the price of the paper (ten cents), the poem on the front page ("Voyage to the Moon" by Archibald MacLeish) (Can you imagine a poem printed on the front page today?) and the description of the moon from Buzz Aldrin, who took that giant step right after Armstrong: "Magnificent desolation."
I appreciated that interruptive ad content was kept to a minimum, limited mostly to a portrait of former spaceriders by Annie Liebowitz, with a link to a rather engaging website in which the legends are interviewed and conversation is encouraged. Smart marketing, Ogilvy.
And if the creative team over there is looking to extend, the journeys of Hemingway might be a good fit. It's just come out that he found his famous lost notebooks in a stored trunk he'd forgotten about, a trunk that Louis Vuitton custom made for him in the 1920s.
