"Are you sure you are telling the public about it in the right way?"
ventured Bok.
The Scribner advertising had by this time attracted the attention of the publishing world, and this publisher was entirely ready to listen to a suggestion from his youthful caller.
"I wish we published it," said Bok. "I think I could make it a go.
It"s all in the book."
"How would you advertise it?" asked the publisher.
Bok promised the publisher he would let him know. He carried with him a copy of the book, wrote some advertis.e.m.e.nts for it, prepared an attractive "broadside" of extracts, to which the book easily lent itself, wrote some literary notes about it, and sent the whole collection to the publisher. Every particle of "copy" which Bok had prepared was used, the book began to sell, and within three months it was the most discussed book of the day.
The book was Edward Bellamy"s _Looking Backward_.
Meanwhile, Mr. Beecher"s weekly newspaper "syndicate" letter was not only successful in itself, it made liberal money for the writer and for its two young publishers, but it served to introduce Edward Bok"s proposed agency to the newspapers under the most favorable conditions.
With one stroke, the attention of newspaper editors had been attracted, and Edward concluded to take quick advantage of it. He organized the Bok Syndicate Press, with offices in New York, and his brother, William J. Bok, as partner and active manager.
Edward"s attention was now turned, for the first time, to women and their reading habits. He became interested in the fact that the American woman was not a newspaper reader. He tried to find out the psychology of this, and finally reached the conclusion, on looking over the newspapers, that the absence of any distinctive material for women was a factor. He talked the matter over with several prominent New York editors, who frankly acknowledged that they would like nothing better than to interest women, and make them readers of their papers.
But they were equally frank in confessing that they were ignorant both of what women wanted, and, even if they knew, of where such material was to be had. Edward at once saw that here was an open field. It was a productive field, since, as woman was the purchasing power, it would benefit the newspaper enormously in its advertising if it could offer a feminine clientele.
There was a bright letter of New York gossip published in the _New York Star_, called "Bab"s Babble." Edward had read it, and saw the possibility of syndicating this item as a woman"s letter from New York.
He instinctively realized that women all over the country would read it. He sought out the author, made arrangements with her and with former Governor Dorscheimer, owner of the paper, and the letter was sent out to a group of papers. It was an instantaneous success, and a syndicate of ninety newspapers was quickly organized.
Edward followed this up by engaging Ella Wheeler Wilc.o.x, then at the height of her career, to write a weekly letter on women"s topics. This he syndicated in conjunction with the other letter, and the editors invariably grouped the two letters. This, in turn, naturally led to the idea of supplying an entire page of matter of interest to women.
The plan was proposed to a number of editors, who at once saw the possibilities in it and promised support. The young syndicator now laid under contribution all the famous women writers of the day; he chose the best of the men writers to write on women"s topics; and it was not long before the syndicate was supplying a page of women"s material. The newspapers played up the innovation, and thus was introduced into the newspaper press of the United States the "Woman"s Page."
The material supplied by the Bok Syndicate Press was of the best; the standard was kept high; the writers were selected from among the most popular authors of the day; and readability was the cardinal note. The women bought the newspapers containing the new page, the advertiser began to feel the presence of the new reader, and every newspaper that could not get the rights for the "Bok Page," as it came to be known, started a "Woman"s Page" of its own. Naturally, the material so obtained was of an inferior character. No single newspaper could afford what the syndicate, with the expense divided among a hundred newspapers, could pay. Nor had the editors of these woman"s pages either a standard or a policy. In desperation they engaged any person they could to "get a lot of woman"s stuff." It was stuff, and of the trashiest kind. So that almost coincident with the birth of the idea began its abuse and disintegration; the result we see in the meaningless presentations which pa.s.s for "woman"s pages" in the newspaper of to-day.
This is true even of the woman"s material in the leading newspapers, and the reason is not difficult to find. The average editor has, as a rule, no time to study the changing conditions of women"s interests; his time is and must be engrossed by the news and editorial pages. He usually delegates the Sunday "specials" to some editor who, again, has little time to study the everchanging women"s problems, particularly in these days, and he relies upon unintelligent advice, or he places his "woman"s page" in the hands of some woman with the comfortable a.s.surance that, being a woman, she ought to know what interests her s.e.x.
But having given the subject little thought, he attaches minor importance to the woman"s "stuff," regarding it rather in the light of something that he "must carry to catch the women"; and forthwith he either forgets it or refuses to give the editor of his woman"s page even a reasonable allowance to spend on her material. The result is, of course, inevitable: pages of worthless material. There is, in fact, no part of the Sunday newspaper of to-day upon which so much good and now expensive white paper is wasted as upon the pages marked for the home, for women, and for children.
Edward Bok now became convinced, from his book-publishing a.s.sociation, that if the American women were not reading the newspapers, the American public, as a whole, was not reading the number of books that it should, considering the intelligence and wealth of the people, and the cheap prices at which books were sold. He concluded to see whether he could not induce the newspapers to give larger and more prominent s.p.a.ce to the news of the book world.
Owing to his constant contact with authors, he was in a peculiarly fortunate position to know their plans in advance of execution, and he was beginning to learn the ins and outs of the book-publishing world.
He canva.s.sed the newspapers subscribing to his syndicate features, but found a disinclination to give s.p.a.ce to literary news. To the average editor, purely literary features held less of an appeal than did the features for women. Fewer persons were interested in books, they declared; besides, the publishing houses were not so liberal advertisers as the department stores. The whole question rested on a commercial basis.
Edward believed he could convince editors of the public interest in a newsy, readable New York literary letter, and he prevailed upon the editor of the _New York Star_ to allow him to supplement the book reviews of George Parsons Lathrop in that paper by a column of literary chat called "Literary Leaves." For a number of weeks he continued to write this department, and confine it to the New York paper, feeling that he needed the experience for the acquirement of a readable style, and he wanted to be sure that he had opened a sufficient number of productive news channels to ensure a continuous flow of readable literary information.
Occasionally he sent to an editor here and there what he thought was a particularly newsy letter just "for his information, not for sale."
The editor of the _Philadelphia Times_ was the first to discover that his paper wanted the letter, and the _Boston Journal_ followed suit.
Then the editor of the _Cincinnati Times-Star_ discovered the letter in the _New York Star_, and asked that it be supplied weekly with the letter. These newspapers renamed the letter "Bok"s Literary Leaves,"
and the feature started on its successful career.
CHAPTER X
THE CHANCES FOR SUCCESS
Edward Bok does not now remember whether the mental picture had been given him, or whether he had conjured it up for himself; but he certainly was possessed of the idea, as are so many young men entering business, that the path which led to success was very difficult: that it was overfilled with a jostling, bustling, panting crowd, each eager to reach the goal; and all ready to dispute every step that a young man should take; and that favoritism only could bring one to the top.
After Bok had been in the world of affairs, he wondered where were these choked avenues, these struggling ma.s.ses, these compet.i.tors for every inch of vantage. Then he gradually discovered that they did not exist.
In the first place, he found every avenue leading to success wide open and certainly not overpeopled. He was surprised how few there were who really stood in a young man"s way. He found that favoritism was not the factor that he had been led to suppose. He realized it existed in a few isolated cases, but to these every one had pointed and about these every one had talked until, in the public mind, they had multiplied in number and a.s.sumed a proportion that the facts did not bear out.
Here and there a relative "played a favorite," but even with the push and influence behind him "the lucky one," as he was termed, did not seem to make progress, unless he had merit. It was not long before Bok discovered that the possession of sheer merit was the only real factor that actually counted in any of the places where he had been employed or in others which he had watched; that business was so constructed and conducted that nothing else, in the face of compet.i.tion, could act as current coin. And the amazing part of it all to Bok was how little merit there was. Nothing astonished him more than the low average ability of those with whom he worked or came into contact.
He looked at the top, and instead of finding it over-crowded, he was surprised at the few who had reached there; the top fairly begged for more to climb its heights.
For every young man, earnest, eager to serve, willing to do more than he was paid for, he found ten trying to solve the problem of how little they could actually do for the pay received.
It interested Bok to listen to the talk of his fellow-workers during luncheon hours and at all other times outside of office hours. When the talk did turn on the business with which they were concerned, it consisted almost entirely of wages, and he soon found that, with scarcely an exception, every young man was terribly underpaid, and that his employer absolutely failed to appreciate his work. It was interesting, later, when Bok happened to get the angle of the employer, to discover that, invariably, these same lamenting young men were those who, from the employer"s point of view, were either greatly overpaid or so entirely worthless as to be marked for early decapitation.
Bok felt that this constant thought of the wages earned or deserved was putting the cart before the horse; he had schooled himself into the belief that if he did his work well, and accomplished more than was expected of him, the question of wages would take care of itself. But, according to the talk on every side, it was he who had the cart before the horse. Bok had not only tried always to fill the particular job set for him, but had made it a rule at the same time to study the position just ahead, to see what it was like, what it demanded, and then, as the opportunity presented itself, do a part of that job in addition to his own. As a stenographer, he tried always to clear off the day"s work before he closed his desk. This was not always possible, but he kept it before him as a rule to be followed rather than violated.
One morning Bok"s employer happened to come to the office earlier than usual, to find the letters he had dictated late in the afternoon before lying on his desk ready to be signed.
"These are the letters I gave you late yesterday afternoon, are they not?" asked the employer.
"Yes, sir."
"Must have started early this morning, didn"t you?^
"No, sir," answered Bok. "I wrote them out last evening before I left."
"Like to get your notes written out before they get stale?"
"Yes, sir."
"Good idea," said the employer.
"Yes, sir," answered Bok, "and I think it is even a better idea to get a day"s work off before I take my ap.r.o.n off."
"Well said," answered the employer, and the following payday Bok found an increase in his weekly envelope.
It is only fair, however, to add here, parenthetically, that it is neither just nor considerate to a conscientious stenographer for an employer to delay his dictation until the end of the day"s work, when, merely by judicious management of his affairs and time, he can give his dictation directly after opening his morning mail. There are two sides to every question; but sometimes the side of the stenographer is not kept in mind by the employer.
Bok found it a uniform rule among his fellow-workers to do exactly the opposite to his own idea; there was an astonishing unanimity in working by the clock; where the hour of closing was five o"clock the preparations began five minutes before, with the hat and overcoat over the back of the chair ready for the stroke of the hour. This concert of action was curiously universal, no "overtime" was ever to be thought of, and, as occasionally happened when the work did go over the hour, it was not, to use the mildest term, done with care, neatness, or accuracy; it was, to use a current phrase, "slammed off." Every moment beyond five o"clock in which the worker was asked to do anything was by just so much an imposition on the part of the employer, and so far as it could be safely shown, this impression was gotten over to him.
There was an entire unwillingness to let business interfere with any antic.i.p.ated pleasure or personal engagement. The office was all right between nine and five; one had to be there to earn a living; but after five, it was not to be thought of for one moment. The elevators which ran on the stroke of five were never large enough to hold the throng which besieged them.
The talk during lunch hour rarely, if ever, turned toward business, except as said before, when it dealt with underpaid services. In the spring and summer it was invariably of baseball, and scores of young men knew the batting averages of the different players and the standing of the clubs with far greater accuracy than they knew the standing or the discounts of the customers of their employers. In the winter the talk was all of dancing, boxing, or plays.
It soon became evident to Bok why scarcely five out of every hundred of the young men whom he knew made any business progress. They were not interested; it was a case of a day"s work and a day"s pay; it was not a question of how much one could do but how little one could get away with. The thought of how well one might do a given thing never seemed to occur to the average mind.
"Oh, what do you care?" was the favorite expression. "The boss won"t notice it if you break your back over his work; you won"t get any more pay."