An end hook for a power return tape measure includes a shank having a longitudinal axis and a catch extending from the shank at an angle to the longitudinal axis. The shank being arcuately shaped about the longitudinal axis, and has a plurality of rivet mounting holes, the mounting holes positioned on each side of the longitudinal axis and spaced laterally from the longitudinal axis. The fastening holes of the shank have a greater longitudinal spacing than mounting holes in a measuring tape so that movement of the end hook longitudinally toward an end edge of the free end of the measuring tape during a collision in power return causes the holes in the end hook nearest the end edge to contact the fasteners before the holes furthest from the end edge.
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