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These same publishers would never force readers of their paper versions to turn page after page of gray columns. With hundreds of years of experience with the printed page, we've learned what looks good and how to entice readers.

From the porch of our cabin, everyone from grandmother to grandchildren gapes at a spectacle unseen in three generations: Dense, gray columns of smoke rise over the next ridge to the north, maybe three miles away--and upwind.

Color ads particularly stood out among the gray columns of classified ads.