A company that produces men' s cologne had been advertising the product in general-circulation magazines for several years. Then one year the company decided to advertise its cologne exclusively in those sports magazines with a predominantly male readership. That year the company sold fewer bottles of cologne than it had in any of the three immediately preceding years. Which one of the following, if true, best helps to explain why the sale of the company's cologne dropped that year? ['The general-circulation magazines in which the company had placed its advertisements experienced a large rise in circulation recently.', "Successful advertisements for men's cologne often feature well-known athletes.", 'Most men do not wear cologne on a regular basis.', 'Women often buy cologne as gifts for male friends or relatives.']