Fred kept saying, "Make the headline bigger. No, bigger. Let it take up the whole page." UNHEARD OF at the time. Memory: Rizzoli was down the block from our office at 745 Fifth Avenue and the window was open in Fred's office. We heard SCREAMING on 57th Street. Tom Hanks was in the store and kids went crazy (BIG was a hit movie). 

Art director, who else but Fred Woodward?

I came in on a Sunday to get this right. Rapidograph in hand, I drew the type on Denril (fancy vellum) and assembled the layout so I could stats made of everything on Monday. I. Am. So. Old. This might have been the summer of 1988 at the very latest. 

Art director on all, Fred Woodward.

Interesting because I had to phone around town to find a place that sold those menu boards that are now even sold in Target. We assembled the hed and subhed and had the boards photographed. Of course, this would all just be a Photoshop trick now...