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Abstract This report describes a model used to estimate the likelihood that a single, “average,” advertising page will be exposed in medical journals. The model translates the likelihood of a journal page exposure into the likelihood of an advertising page exposure. The factors which contribute to this translation include the number of pages in a journal, its frequency of publication, the regularity of its delivery, and the density of its advertising.
Houston et al. (Fri,) studied this question.
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