Davies, editor-in-charge had imagined a small, one-page feature, but the other editors, realizing the potential, decided to expand it into a seven-page supplement, making it the largest special report the Guardian had ever published. The Guardian turned to the advertising agency J. Walter Thompson to find companies willing to participate in the hoax. This proved to be an easy job. The special report, when it was completed, consisted of seven pages, four of which were devoted to ads. Articles, written in a quasi-serious style that parodied the prose of special reports, examined the history, culture, and economy of San Serriffe.
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