One objection frequently raised by those who have conducted educational tours is that they are quickly forgotten and bring no lasting results. This is probably a valid objection to the incompleteness of a particular campaign rather than to the method itself. If the follow-up work is not planned just as carefully and carried out as conscientiously as the tour itself, there is no reason to expect that people will remember it or that action will follow. Every form of publicity, whether a newspaper article, leaflet, lecture or motion picture would be just as quickly forgotten if it were an isolated effort and not part of a well-rounded educational campaign. In the section on follow-up work, page 106, methods are discussed of fixing the impressions made on the minds of visitors to the train and of inducing them to apply the instructions given. COST OF TOURS What it costs usually plays a larger part in the choice of a publicity method than any other single factor. Analysis of the whole plan of the tour is needed in order to decide regarding the wisdom of spending money on it. An advance estimate ought to indicate whether a given expenditure on a traveling campaign appears likely to bring larger returns than the same amount spent on some other method. The cost and the scale of different enterprises vary so greatly and prices are so different from year to year, that it is impossible to estimate, on the basis of one project, what another one is likely to cost.[1] By writing to the sources of information listed in the appendix, beginning on page 117, the reader will probably be able to obtain detailed information about the cost of any enterprise of a type that may interest him. Several directors of tours have reported that they consider the method too expensive. It was found too expensive in one northern state because the initial outlay was so great in comparison with the relatively short season during which the truck could be operated. In one southern state the expenses of an automobile tour were found to be out of proportion to the total budget of the organization. A number have reported the method inexpensive, but they may not have charged against their budget items that others have been obliged to include. Cars and hauling may have been provided by a railroad company; the truck may have been a gift; the specialists and demonstrators may have been regular members of the staff of the organization and their salaries not charged against the budget of the tour. In some cases the truck drivers have been volunteers. All of these things need to be taken into account in making any decision on the basis of the amount a tour has cost someone else. It is safe to say that, under the most favorable circumstances, a well-conducted traveling campaign is not a cheap method of publicity, and the organization considering it should be very sure that the enterprise is timely and especially suited to their purpose before embarking on the venture.