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"Our cover idea started with a search for a catchy headline", says Adrian Lim, creative partner at RKCR/Y&R.
"'How much more can they stomach?' and 'Has the public lost its appetite?' were my first attempts, then Steve came up with 'Content? Doesn't it occlude the gastro-intestinal tract somewhat?', which I thought had a nice ring to it, but was a little verbose.
"We eventually settled on something a little pithier, which works well with the picture of a Victorian gent with his guts hanging out."
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Adrian Lim, Steve Williams and Jason Hyde
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