times repeated fourth-page advertisement, 0.49, for the 8 times repeated eighth-page advertisement, 0.44, and for the 12 times repeated twelfth-page advertisement, 0.47.  Hence we come to the result that the 4 times repeated fourth-page advertisement as 1-1/2 times stronger than one offering of a full-page, or the 2 times repeated half-page, but that this relation does not grow with a further reduction of the size.  Two thirds of the subjects were men and one third women.  On the whole, the same relation exists for both groups, but the climax of psychical efficiency was reached in the case of the men by the 4 times repeated fourth-page, in the case of the women by the 8 times repeated eighth-page.  The 4 times repeated fourth-page in the case of the women was 0.45, in the case of the men, 0.51, the 8 times repeated eighth-page, women, 0.53, men, 0.37.

I am inclined to believe that the ascent of the curve of the memory-value from the full-page to the fourth-page or eighth-page would have been still more continuous, if the whole-page advertisements had not naturally been such as are best known to the American reader.  The whole-page announcement, therefore, had a certain natural advantage.  But when we come to another calculation, even the effect of this advantage is lost.  We examined the relations for the first 10 names and articles, which every one of the 30 persons wrote down.  These first 10 were mostly dashed down quickly without special thought.  They also included only a few half reproductions.  When we study these 300 answers which the 30 persons wrote as their first 10 reproductions, and calculate from them the chances which every one of the 60 advertisements had for being remembered, we obtain the following values:  The probability of being remembered among the first 10 was for the full-page advertisement, 0.5, for the half-page 2 times repeated, 1.2, for the fourth-page 4 times repeated, 2.9, for the eighth-page 8 times repeated, 2.3, and for the twelfth-page 12 times repeated, 2.4.  The superiority of repetition over mere size appears most impressively in this form, but we see again in this series that the effect decreases even with increased number of repetitions as soon as the single advertisement sinks below a certain relative size, so that the 12 times repeated twelfth-page advertisement does not possess the memory-value of the 4 times repeated fourth-page advertisement.  If Scott’s experiments concerning the size and these experiments of mine concerning the repetition are right, the memory-value of the advertisements for economic purposes is dependent upon complicated conditions.  A business man who brings out a full-page advertisement once in a paper which has 100,000 readers would leave the desired memory-impression on a larger number of individuals than if he were to print a fourth-page advertisement in four different cities in four local papers, each of which has 100,000 readers.  But if he uses the same paper in one town, he would produce a much greater effect by printing a fourth of a page four times than by using a full-page advertisement once only.