We arranged with the newspaper to allow us to hand write one of their pages. They provided us with all of the articles and we wrote them out by hand and set them in the style of newspaper editorial, demonstrating the ease and pleasure of writing with a Mont Blanc fountain pen.

Because we were essentially still running all the newspaper’s editorial, we were able to negotiate a far cheaper rate than a normal full-page ad.This was the first time a newspaper had allowed an advertiser to set their articles, and this fact alone generated a lot of publicity for Mont Blanc.