The
problem of the size of advertisements, coupled with the problem of the frequency
of insertion, is an extremely important one, both from the point of view of the
economic expenditure of a given advertising appropriation and also from the
point of view of the public, which often raises the criticism that the use of
large space is an uneconomical expenditure of money. The critic feels that a
full-page or a two-page advertisement says no more than a half-page or a quarter-page
advertisement, and therefore it must represent a waste of money and paper.

However, the problem is an intricate one, and cannot be disposed of

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