Serve your reader
According to an article I once read, 'The Cure for Baldness' is the most powerful headline to get the attention of bald people. I loved the obviousness. Ten years on in the game and I know it's not quite as simple as the baldness example, but the principle of 'matching need to headline' is sound and I'm still eager and passionate about finding the messages that serve readers best.
Of course, today it needs to be beautiful and engaging (and digital and integrated) but let's just dwell on the service element. Does your advertising serve the reader? I like that question. It's a good one when so much communication actually serves itself, the creative people who write it, or the client who doesn't want to make a fuss internally. So let's look at the service level of the ads in The Business, which has recently gone to magazine format.