Word: guess
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Original Subscriber Cadwallader Evans [p. 23, Nov. 8] is too enthusiastic. His guess of 50% is all wet. I'll bet your returns do not amount to 1%, much less 50%. When direct mail advertisers regard 2% as a good return when they are giving good value, even TIME will do well to get even 1,000 people to "fill it in, encase it in an en- velope, address it, stamp it, mail it," when the "it" is a list of questions which can do the answerer no good...
This rah-rah stuff is the bunk. I drive a car, as you will see, and it cost more than $1,000 and not second hand. But I never went to college. I can read, all right, so I guess I'm just as good a prospect for your advertisers as if I had spent four years loafing in school some place...
...Guess...
Five percent is a short "base" line. Why don't you include these questions* on one of your advertising pages so arranged that it can be torn out. My guess is that 50% of your readers would fill it out and return it at their own expense if you phrased your request in your usual pert style...
...Roper with greater speed and perfection than had ever been shown before in the game against Harvard in 1924. The year before this in Harvard's 5 to 0 victory the Harvard scouts had expected Princeton to use a Notre Dame offence against us but they missed their guess and although the team was prepared to meet it this year, a green team the next year could not get both defenses and the Harvard coaches decided to use only the defense that would stop the offensive smashes that Princeton had showed that year, but the Tigers crossed them...