To say it’s a slow news day would be generous, Dear Reader.

Speech is important but reading isn’t dead. In fact, careful word choice makes a huge difference in ad performance, according to this study from automated creative tool Persado. Did you know that percentages like “45% discount” drive on average 23% more engagement than specific dollar amounts like “over $100 savings”? Or that “complimentary” outpulls “free” by up to 21%? It’s the perfect Daylight Savings Time gift for that copywriter in your life.  And it’s complimentary.

Did you think you wouldn’t be personally harmed by the Trump administration? If you or your clients have anything to do with marketing, think again. Media strategy platform Guideline reports that U.S. advance ad sales for April/May showed the weakest growth since the last “ad recession.”