When reading, readers find three pages with the upper third cut through before they come to the actual knife ad. Are the cuts from the knife?

No! The three ‘sliced’ editorial pages were printed on original paper and cut to size externally. They were subsequently bound into all copies of this particular issue of the magazine during the magazine publisher’s printing and binding process.

The unique, high-impact, ad concept appeared in 68,000 copies of ‘Falstaff magazine’. Surveys have shown: readers browse through the magazine six times on average, the equivalent of 408,000 contacts.