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Now those are gross numbers.
But comparing gross numbers can be misleading.
Why not try gross numbers instead of averages?
"The gross numbers tell the story," he said.
"For many years to come our print advertising will exceed our digital advertising in gross numbers.
"Without appearing to be defensive, the reality is that we don't think necessarily in gross numbers," Mr. McCallum said.
Similar(39)
"It is a very big number, but present value is a lower number than the gross number".
The 2.5 million jobs that Mr. Obama promises to save or create over two years is a gross number.
The small decline in the gross number issued conceals a big fall in net issues, to only $246 billion.
We're on track for $2 million in sales this year, which is where I got the 5 percent of gross number.
Barclays topped the new financial regulator's figures in terms of the gross number of complaints, including banking, insurance, payment protection insurance (PPI) and other issues.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com