He won't stress certain phrases or words to make the meaning clearer. This test is really great. Take your ad off your printer and make a xerox copy of it. You're gauging their response. What that really means is your ad stinks.
Opinions are great, but the only votes that really count are the ones that are paid for.
You need to start by testing small. And that means spending as little as possible to get accurate results. Because this was the cheapest and smallest edition of the Journal to test. That way he was able to read results quickly and then decide whether or not to 'roll-out' to other editions. Let's say you've been running ads in your local paper.