The investigation's findings hit the front page of newspapers from London to Tokyo and won TV coverage across the world.

It was one of several ideas created by Think Inc's Peter Freedman, which helped Museum and Galleries magazine win national and international attention, despite having the smallest marketing budget.

These ideas included:

• Hooking up a journalist to a portable electrocardiogram monitor and so proving that visiting the British Dental Association Museum was physiologically more arousing than attending a Premiership football match, playing a top video game or watching a soft porn movie. This won huge attention.
• Devising a pre visit warm-up routine for museum visitors, after learning that dozens of museum visitors each year collapse from exhaustion. Again, this achieved massive coverage.