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Apex Publishing Co. separates the hard-core from the hobbyists in a campaign introducing its new sports magazine, clearly aimed at the former group. Apex is geared to 18-to-35-year-old adventure sport enthusiasts, and the ads from TDA Advertising & Design, Longmont, Colo., take an extreme approach to the idea of careful advance preparation. Copywriter: Eric Liebhauser. Art director: Dan Richardson.
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