Not Good Criterion.
The so-called “cost and result” schedules are usually only valuable to the advertiser who prepares them as a result of his own experience. To all others who consider them, they are a delusion and a snare. Suppose an advertisement of an inch is placed in a list of publications by a watch dealer, a picture dealer, a medical advertiser, a novelty man and an agents’ supply house. There will be quite a striking difference in the ratio of results in each instance. A paper that pays one may not pay the other. We have seen this demonstrated so many times that we know whereof we speak.