Unless Wanamaker was willing to pay double for reaching the right half of the people, his total ad spending would go down and not up.
Wanamaker has a long list of ads that he wants to put out.
mnli hypothesis: Wanamaker has a long list of ads that he wants to put out. premise: Unless Wanamaker was willing to pay double for reaching the right half of the people, his total ad spending would go down and not up.