never occurred on the
same page; every page, unless it was covered by a full-page
advertisement, offered a combination of various announcements. It is
evident that by this arrangement every single advertisement occupied
the same space, as the 8 times repeated eighth-page advertisement
filled a full page too. Thus no one of the 60 announcements which we
used was spatially favored above another.

Thirty persons took part in the experiment. Each one had to devote
himself to the 60 pages in such a way that every page was looked at
for exactly 20 seconds. Between each two pages was a pause of 3
seconds, sufficient to allow one sheet to be laid aside and the next
to be grasped. In 23 minutes the whole series had been gone through,
and immediately after that every one had to write down what he
remembered, both the names of the firms and the article announced. In
the cases where only the name or only the article was correctly
remembered, the result counted 1/2. We found great individual
differences, probably not only because the memory of the different
persons was different, but also because they varied in the degree of
interest with which they looked at such material. The smallest number
of reproductions was 18, of which 14 were only half remembered, that
is, only the name or only the article, and as we counted these half
reproductions 1/2, the memory-value for this person was counted 11.
The maximum reproduction was 46, of which 6 were half remembered.

If these calculated values are added and the sum divided by the number
of participants, that is, 30, and this finally by the number of the
advertisements shown, that is, 60, we obtain the average memory-value
of a single advertisement. The results showed that this was 0.44. But
our real interest referred to the distribution for the advertisements
of different size. If we make the same calculation, not for the
totality of the advertisements but for those of a particular size, we
find that the memory-value for the full-page advertisement was 0.33,
for the 2 times repeated half-page advertisement, 0.30, for the 4
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