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 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.