That's about how long it takes to look at the picture (right) and read the headline (above). If you finish reading this sentence, you will have spent about 12 seconds on this page — about twice as much time as the average reader spends on the average print advertisement. Anything that can be done to increase the amount of time people spend thinking of your product or service after viewing your ad is effort well spent. If a full-page ad costs $6,000 and the average reader views it for 6 seconds, that ad is costing you $1,000/second, on the basis of the aggregate readership. However, if you can increase the average viewing time by just 2 seconds, you will have reduced the effective cost of the ad by 25%. In other words, you have just gotten another $1,500 worth of advertising for FREE!