This is too short to be a yearbook copy, but notice the way it uses a humorous, familiar, personal way to get the reader interested. That's why we always include specific WHS details in the theme copies - to try to relate to the reader.
There’s no mistaking an Economist ad. Well, until they started putting pictures all over them. The Economist was the benchmark of clever, headline-driven advertising. Wit, charm and arrogance came standard. And not a visual in sight.