Object substitution masking (OSM) is typically studied using a brief search display. The target item may be indicated by a cue/mask surrounding but not overlapping it. Report of the target is reduced when mask offset trails target offset rather than being simultaneous with it. We report 5 experiments investigating whether OSM can be obtained if the search display is on view for a period of up to 830 ms but cueing of the target location is delayed. The question of interest is whether OSM must reflect the initial response of the visual system to target onset or whether it can arise in other ways, possibly during the transition from a pre-attentive representation of the target item to an attentional representation of it. Our results show that OSM decreases in strength as target duration increases. An explanation is suggested in terms of the object individuation hypothesis (Lleras & Moore, 2003). (Contains 10 figures.)