I was at a mall a few years ago and this guy approached me and asked if I'd help in a research project. I said, "OK". Next thing I knew I was in a chair at a table with instructions to simply read through this mock-up magazine. He gave me about 10 minutes. Well, I wasn't sure what this was all about, so I went through it pretty careful, as much as 10 minutes would allow.
After the "study" time, he started asking a bunch of questions about the mock-up magazine and he was taking score. First few questions were like, "Out of the entire magazine, what one item popped out at you the most?" Out of everything in the magazine, what single item caught your eye with the best color design? On and on he went. Well my answers were causing him some aggravation, I could see the wrinkles on his brow begin to form and a frowned face.
I found some of the articles interesting, and actually enjoyed the magazine. It had quite a variety of stuff, everything from home decorating to lawn mower mechanics in the articles... strange combination of stuff, but he never did tell me the "name" of the magazine.
Finally, out of desperation, he said, turn to page such-and-such. So I did. Then he flat out asked ... "Did you even notice this ad for motor oil?" And I said "no"! He was furious!
So you know, I'm on one of those characters that couldn't care less about what's under the hood of my vehicles. All I know my truck has the biggest engine I can have at the price I could afford and it tows just fine. My car on the other hand, has such a little engine, that if more than my wife, me and the dog ride in it, and we add a loaf of bread, it only runs ... down hill! (well, not that bad). But you know what I mean!
So ya, some folks really don't care as long as the vehicle moves under it's own power! (I'm one of them).... and thank-goodness for my mechanic who has both my vehicles on a schedule. For me ... well ... this works!
