Rick Holzgrafe writes regarding "Apple in 1998: Retreat or Focus?" in TidBITS 416: "In discussing Apple's new 'snail' ad, Adam wonders whether speed is what the average consumer really wants. It probably isn't, but that's not the point. John Sculley (remember him?) raised Pepsi from obscurity to equal standing with Coca-Cola by means of 'taste test' ads. The real purpose of those ads was not to convince America that Pepsi was better than Coke; it was to establish Pepsi and Coke as peers - and it worked. The 'snail' ad probably has the same hidden agenda. The main purpose is to get people to think of both Wintel and Mac when they think 'PC,' and break the stranglehold on mindshare that Wintel currently enjoys. The message 'Macs are better' is secondary; the message 'Macs are okay' is primary. I expect more ads along these lines, each pointing out one simple, clear reason why Macs are better but mainly driving home the point that you don't have to buy Wintel; there's a choice."
Find Text Leading from Acrobat PDF
Ever have to recreate a document from an Acrobat PDF? You can find out most everything about the text by using the Object Inspector, except the leading. Well, here's a cheesy way to figure it out. Open the PDF in Illustrator (you just need one page). Release any and all clipping masks. Draw a guide at the baseline of the first line of text, and one on the line below. Now, Option-drag the first line to make a copy, and position it exactly next to the original first line at baseline. Then put a return anywhere in the copied line. Now adjust leading of the copied lines, so that the second line of copy rests on the baseline of the second line of the original. Now you know your leading.
Or you could buy expensive software to find the leading. Your choice.
- Apple in 1998: Retreat or Focus? (09 Feb 98)
Apple Offering Snail Taste Tests
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