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attention were a couple of things I did on retention of information delivered to the ear as against information delivered to the eye.

Oh. Very interesting.

“Eye versus Ear” was the code or the shorthand title for the work.

And what research went into --

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Okay. We're in business.

The technique was very artificial and something I would never have stood for if I had been a user of the medium. But what I did was to get an announcer from the local radio station to read fictitious commercials, one after another, I didn't have any music or -- I guess I did have some music in between. And then I would test immediately after they heard -- and these were classroom tests; atypical, but nevertheless nobody else had done anything like it before. I'd test immediately for what they thought they remembered, what points in the copy, brand names. The brand names were all phony. I made them up.

Some of the classes where I gave that exposure, I wouldn't test them immediately, I'd test them the next day. Some I tested a week later. Some I tested six weeks later. So I was able to draw curves on retention of material that was delivered to the ear. And then I gave them - - some of the kids got copy that they could read about these fictitious products, and I would