Classified advertising is that advertising which is grouped in certain sections of the paper and is thus distinguished from display advertising. Such (36) as "Help Wanted", "Re al Estate," "Lost and Found" are made, the rate (37) being less than that for display advertising. Classified advertisements are a (38) to the reader and a saving to the advertiser. The reader who is interested in a (39) kind of advertisement finds all advertisements of that type grouped for him. The advertiser may, on this account, use a very small advertisement that would be lost if it were placed among larger advertisements in the paper. It is (40) that the reader approaches the classified advertisement in a different frame of mind from that in which he (41) the other advertisements in the paper. He turns to a page of classified advertisements to search for the particular advertisement that will meet his needs. As his attention is (42) , the advertiser does not need to (43) very much on display type to get the reader’s attention. (44) . With the increase in the number of such advertisements, however, (45) . In many cases the result has been an increase in the size of the space used and the addition of headlines and pictures. (46) . This is particularly true of real estate advertising.