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Thought provoking writings from The Socrates of San Francisco. With Stan Freberg and Jeff Goodby. ""Nobody reads ads. People read what interests them, and sometimes it's an ad." I heard Jim Mullen use a version of that line many times and always thought it was his until I picked up The Book of Gossage.It was given to me by a planner who said, "Jeff Goodby swears by Gossage's thinking." It was the 1960s when Gossage criticized the industry for talking "advertisingese." Instead he suggested having conversations with people, even if in those days it simply meant a coupon.More importantly he espoused being interesting. Relentlessly pounding people with the same message over and over made no sense to him. If it's interesting, people will remember it. If it's not, no number of forced exposures would make up for the shortcomings. The idea of involving readers and being interesting: Now there are two ideas that hold up."