The presence of cars which had been stepped on and crashed by dinosaurs throughout the city worked exponentially in the imagination and perception of the people whom after witnessing fifty of these smashed vehicles declared having seen one hundred of them.

Measuring the results of this action was easy. The encyclopedia was collectable over a period of two months. It was offered with the paper two fixed days a week. The sales variation of the paper, the days of the offer, resulted in a sales increase of approximately 20%.