Publisher's Letter, Aug. 1, 1955

Dear TIME-Reader:

OVER lunch recently, a statistician in our promotion department numbered sugar cubes from one to seven, then shuffled them around. He estimated that the chance of correctly listing the new order of the numbered cubes would be roughly 1 in 5,000. By last week he would have had no trouble at all convincing the advertising specialists who competed in the fifth TIME Circulation Letter Sweepstakes.

Of some 4,200 highly skilled contestants, not one was able to rank the pulling power of seven circulation letters mailed to potential subscribers during a five-week test...

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