In the 1990s, the Wall Street Journal ran a campaign for itself selling the benefits of—what else?—advertising
in the Journal. (Let’s recall the pre-internet days, when the four broadcast networks,
print outlets such as the Journal and the New York Times, and newsweeklies Time and Newsweek were the ad domains of blue-chip brands.) In that Journal campaign, “I Wish I had Done That Ad,” agency creative directors gushed with admiration—and a hint of envy—about
others’ impactful ads they’d wished they had done, ending with a plug for why they make media buys in the Journal.
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