C H A P T E R  8



After the marathon of the last chapter, we thought you might like a break. Because we don’t have a lot to say about mastheads, we decided to balance that long chapter by following it with this short chapter. Our fundamental advice about mastheads is to keep them simple. Don’t try to stuff everything (or anything beyond the basics, really) into the masthead.

The term “masthead” comes from the era of sailing ships. Picture a mast loaded with a bunch of big square sails and a flag at the top (literally, at the head of the mast). The sails did all the work. The flag got all the glory, because it carried information that ...

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