This test may, at first sight, seem a lot of trouble to undertake.

But, is not 25% per annum of your Advertising Appropriation worth that trouble?

And, what is it worth to know conclusively for all time, the relative value of "General Publicity" as actually compared with Reason-Why advertising in a downright Selling Test?

A difference of 66 per cent between two such kinds of Copy on equivalent tests has often been proved.

Isn't that a sufficient difference to make you sit up and think hard about what fills the Space you pay for monthly?