With critical cooperation from the editorial department, 23 reporters regularly writing for that page walked in the shoes and put their impressions into print. With the number of steps traveled also detailed, readers came away with strong impressions of comments being based on “real wear and walking.” Creations of a 4-frame comic artist were enlisted to likewise treat “Walking” as the day’s theme.

Completed at one-third normal budget. Compared to pre-ad product recognition (6%), follow-up reader survey showed 83% of readers grasping the characteristics and 77.2% with high purchase volition. Stores stocking the products jumped 137% and sales soared 146% over the previous year. Customer hotline set new record for inquiries.