In most ad tests, there is but one way of getting the information, as far as the audience is concerned. In this instance, I’ve tried to change the effect for each, and at the same time make it very, very easy for the performer.
A want ad, or renting ad page is removed from a local paper, a column cut from it, and six or seven people clip out ads. The most practical way of presentation here, is for the performer to clip the strip of ads apart on a saucer, and let people pick out one. Each is handed an envelope in which to seal their ad. And each is asked to pick out an ad and put it in the envelope without looking at it, as you are trying a test of clairvoyance, and don’t want to get any telepathy mixed in. They seal their envelopes, they are picked up, and you take the packet. The lights are turned down, and one of the spectators takes the envelopes in the dark, mixes them, keeps one out, and tosses the rest to the table. The lights are turned on, and you explain that it is a sure way to prevent anyone from saying, or thinking, that you could keep track of any ad or envelope.
You now concentrate, hedge around a little, and finally give the import of the ad that the spectator is holding. I never advise giving the ad word for word. The envelope is opened, the ad removed and checked. Immediately you repeat, but this time in the light, by asking another person to mix the envelopes and select any one. You stand before him, and slowly reveal the important contents of his ad, whereupon it is checked, and found correct.
No ad test produced yet has allowed these conditions, with every choice a free one. The main basic method, however, is far from new. It’s only the combination that counts. Only six or seven ads are necessary. Pick up seven papers, for instance, if you are going to use six, and cut from six of them two different ads. Try to pick out ads that are about different subjects. This gives you six duplicates of each ad.
Now take six #2 drug envelopes that open on the end. Trim the closed ends and sides of six more and you’ll have six envelopes fronts with flaps attached. Insert these fronts into the envelopes so that the flaps come together. In the back compartment of each envelope, put the six duplicates of ad N°1. Wet the flap of the whole envelope and stick it to the flap of the fake insert. The envelope now appears to be an ordinary one. Now put into each of these envelopes the six duplicates of ad N°2. Seal the envelopes in the regular manner. You now have six envelopes, each with two compartments, a duplicate ad in the front of each, and the same in the back of each.
Put this packet of six envelopes in your side coat pocket where you can reach them fast. Have your seventh newspaper handy, with a pair of scissors, and six more envelopes. When ready, open the newspaper and take out the ad page. Cut out a column of fifteen or twenty ads, and clip them apart in a saucer or cup. Pass it around and have six people take ads and stick them into the envelopes you hand them. They seal and put them together. You take them in your right hand, and the moment the lights go out, you pocket them, as your left hand pulls out the prepared bunch and gives them to someone for mixing and a choice. You walk back and put on the light yourself. Everything looks fair because the spectator has his own envelope and is just putting the rest down. You step up to him, and disclose the contents of the first ad in the back compartment. Take the envelope, tear off the flap end, pinch it open so the back compartment allows its clip to fall when it is shaken. The other clip can’t get away.
Now have someone else take the five remaining envelopes and chose one. Stand before them and disclose the second ad, in the front compartment. Open the envelope, but this time the front part is opened to let its clip out. Pick up the four remaining envelopes and drop them in your pocket, on the inside of those there. Later you can take out four envelopes from the outside and drop them somewhere in case someone wants to look at them.
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