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The advertising cost per thousand for a four-color page is $16.

It appears that a large part of that increase was in advertising costs.

Levi's has a huge savings in inventory risk and advertising costs.

"The advertising cost would be too high if we went in cold," he said.

Say that every one of them learns how to cut its advertising cost by only ten percent.

"We now have more buying power and less advertising cost."

The company picked up the additional business at a relatively low cost for each potential customer, he said, although its overall advertising costs increased.

And the more stores any one chain has in an area, the easier it can justify its advertising costs.

For shows that do not immediately sell out, advertising costs are $25,000 to $30,000.

But the big advertising costs will cut deeply into earnings, they say.