This would afford no conclusive evidence as to how that kind of copy might work with a different sort of Mail-Order proposition, or in General Advertising.

But, when a given kind of Copy produces almost a uniform kind of Result for different Mail-Order accounts, and does it consistently for years, it means something definite and indisputable to Advertisers.

And, when that same kind of Copy is tried out in General Advertising, for goods sold through Retailers, with the same consistent sort of Result (judged by Records of Comparative Sales in different, but equivalent territory), it, too, proves something definite and conclusive that Advertisers cannot afford to ignore, no matter how partial they may be to their own pet fads in Advertising or to friends in the Advertising business.