Where to advertise You know exactly how many inquiries, and ultimately how many orders you get from each insertion in each publication. One magazine may perform twice as well as another. Such variations can be enough to make the difference between profit and loss. Watch the media your competitors use, in particular the media they continue to use. Watch for editorial changes in magazines. They may attract your kind of reader, or may drive them away. Go easy on two-page spreads. They cost twice as much as single pages, but seldom produce twice as many orders. Test different units of space, like a page and a business reply card versus a page alone. Although the card may double the cost, it can sometimes generate four times as many orders as the page alone. This advertisement, written by Vic Schwab, sold a million books in three years – by mail order. The promise in the headline and the content of the copy were irresistible.