The result is that whenever we are in the reading attitude, we cannot take the real advertising effect out of the pictures and notices which are to draw us to the consumption of special articles. The editor who forces his wisdom into the propaganda page is hurting the advertiser, who, after all, pays for nothing else but the opportunity to make a certain psychological impression on the reader. He gets a third more of this effect for which he has to pay so highly if he can have his advertisement on a clean sheet which brings the whole mind into that willing attitude to receive suggestions for buying only. It is most probable that the particular form of the experiment here reported makes this difference between advertising pages with and without reading matter much smaller than it is in the actual perusal of magazines, as we forced the attention of the individual on every page for an equal time. In the leisurely method of going through the magazine the interfering effect of the editorial part would be still greater. Compared with this antagonism of mental setting, it means rather little that these scattered pieces of text induce the reader to open the advertisement. If we were really of that austere intellect which consistently sticks to that which is editorially backed, we should ignore the advertisements, even if they were crowded into the same page. They might reach our eye, but they would not touch our mind. Yet there is hardly any fear that the average American reader will indulge in such severity of taste. He is quite willing to yield to the temptation of the advertising gossip with its minimum requirement of intellectual energy for its consumption. He will therefore just as readily turn from the articles to the advertisements if they are separated into two distinct parts. Frequent observations in the Pullman cars suggested to me rather early the belief that these advertisement parts in the front and the rear of the magazine were the preferred regions between the two covers.