And there the subject was dismissed, and thoroughly dismissed, too.
Eventually, then, Bok learned that the path that led to success was wide open: the compet.i.tion was negligible. There was no jostling. In fact, travel on it was just a trifle lonely. One"s fellow-travellers were excellent company, but they were few! It was one of Edward Bok"s greatest surprises, but it was also one of his greatest stimulants. To go where others could not go, or were loath to go, where at least they were not, had a tang that savored of the freshest kind of adventure.
And the way was so simple, so much simpler, in fact, than its avoidance, which called for so much argument, explanation, and discussion. One had merely to do all that one could do, a little more than one was asked or expected to do, and immediately one"s head rose above the crowd and one was in an employer"s eye--where it is always so satisfying for an employee to be! And as so few heads lifted themselves above the many, there was never any danger that they would not be seen.
Of course, Edward Bok had to prove to himself that his conception of conditions was right. He felt instinctively that it was, however, and with this stimulus he bucked the line hard. When others played, he worked, fully convinced that his play-time would come later. Where others shirked, he a.s.sumed. Where others lagged, he accelerated his pace. Where others were indifferent to things around them, he observed and put away the results for possible use later. He did not make of himself a pack-horse; what he undertook he did from interest in it, and that made it a pleasure to him when to others it was a burden. He instinctively reasoned it out that an unpleasant task is never accomplished by stepping aside from it, but that, unerringly, it will return later to be met and done.
Obstacles, to Edward Bok, soon became merely difficulties to be overcome, and he trusted to his instinct to show him the best way to overcome them. He soon learned that the hardest kind of work was back of every success; that nothing in the world of business just happened, but that everything was brought about, and only in one way--by a willingness of spirit and a determination to carry through. He soon exploded for himself the misleading and comfortable theory of luck; the only lucky people, he found, were those who worked hard. To them, luck came in the shape of what they had earned. There were exceptions here and there, as there are to every rule; but the majority of these, he soon found, were more in the seeming than in the reality. Generally speaking--and of course to this rule there are likewise exceptions, or as the Frenchman said, "All generalizations are false, including this one"--a man got in this world about what he worked for.
And that became, for himself, the rule of Edward Bok"s life.
CHAPTER XI
LAST YEARS IN NEW YORK
From his boyhood days (up to the present writing) Bok was a p.r.o.nounced baseball "fan," and there was, too, a baseball team among the Scribner young men of which he was a part. This team played, each Sat.u.r.day afternoon, a team from another publishing house, and for two seasons it was unbeatable. Not only was this baseball aggregation close to the hearts of the Scribner employees, but, in an important game, the junior member of the firm played on it and the senior member was a spectator.
Frank N. Doubleday played on first base; William D. Moffat, later of Moffat, Yard & Company, and now editor of _The Mentor_, was behind the bat; Bok pitched; Ernest Dressel North, the present authority on rare editions of books, was in the field, as were also Ray Safford, now a director in the Scribner corporation, and Owen W. Brewer, at present a prominent figure in Chicago"s book world. It was a happy group, all closely banded together in their business interests and in their human relations as well.
With Scribner"s Magazine now in the periodical field, Bok would be asked on his trips to the publishing houses to have an eye open for advertis.e.m.e.nts for that periodical as well. Hence his education in the solicitation of advertis.e.m.e.nts became general, and gave him a sympathetic understanding of the problems of the advertising solicitor which was to stand him in good stead when, in his later experience, he was called upon to view the business problems of a magazine from the editor"s position. His knowledge of the manufacture of the two magazines in his charge was likewise educative, as was the fascinating study of typography which always had, and has today, a wonderful attraction for him.
It was, however, in connection with the advertising of the general books of the house, and in his relations with their authors, that Bok found his greatest interest. It was for him to find the best manner in which to introduce to the public the books issued by the house, and the general study of the psychology of publicity which this called for attracted Bok greatly.
Although the Scribners did not publish Mark Twain"s books, the humorist was a frequent visitor to the retail store, and occasionally he would wander back to the publishing department located at the rear of the store, which was then at 743 Broadway.
Smoking was not permitted in the Scribner offices, and, of course, Mark Twain was always smoking. He generally smoked a granulated tobacco which he kept in a long check bag made of silk and rubber. When he sauntered to the back of the Scribner store, he would generally knock the residue from the bowl of the pipe, take out the stem, place it in his vest pocket, like a pencil, and drop the bowl into the bag containing the granulated tobacco. When he wanted to smoke again (which was usually five minutes later) he would fish out the bowl, now automatically filled with tobacco, insert the stem, and strike a light.
One afternoon as he wandered into Bok"s office, he was just putting his pipe away. The pipe, of the corncob variety, was very aged and black.
Bok asked him whether it was the only pipe he had.
"Oh, no," Mark answered, "I have several. But they"re all like this.
I never smoke a new corncob pipe. A new pipe irritates the throat. No corncob pipe is fit for anything until it has been used at least a fortnight."
"How do you break in a pipe, then?" asked Bok.
"That"s the trick," answered Mark Twain. "I get a cheap man--a man who doesn"t amount to much, anyhow: who would be as well, or better, dead--and pay him a dollar to break in the pipe for me. I get him to smoke the pipe for a couple of weeks, then put in a new stem, and continue operations as long as the pipe holds together."
Bok"s newspaper syndicate work had brought him into contact with f.a.n.n.y Davenport, then at the zenith of her career as an actress. Miss Davenport, or Mrs. Melbourne McDowell as she was in private life, had never written for print; but Bok, seeing that she had something to say about her art and the ability to say it, induced her to write for the newspapers through his syndicate. The actress was overjoyed to have revealed to her a hitherto unsuspected gift; Bok published her articles successfully, and gave her a publicity that her press agent had never dreamed of. Miss Davenport became interested in the young publisher, and after watching the methods which he employed in successfully publishing her writings, decided to try to obtain his services as her a.s.sistant manager. She broached the subject, offered him a five years"
contract for forty weeks" service, with a minimum of fifteen weeks each year to spend in or near New York, at a salary, for the first year, of three thousand dollars, increasing annually until the fifth year, when he was to receive sixty-four hundred dollars.
Bok was attracted to the work: he had never seen the United States, was anxious to do so, and looked upon the chance as a good opportunity.
Miss Davenport had the contract made out, executed it, and then, in high glee, Bok took it home to show it to his mother. He had reckoned without question upon her approval, only to meet with an immediate and decided negative to the proposition as a whole, general and specific.
She argued that the theatrical business was not for him; and she saw ahead and pointed out so strongly the mistake he was making that he sought Miss Davenport the next day and told her of his mother"s stand.
The actress suggested that she see the mother; she did, that day, and she came away from the interview a wiser if a sadder woman. Miss Davenport frankly told Bok that with such an instinctive objection as his mother seemed to have, he was right to follow her advice and the contract was not to be thought of.
It is difficult to say whether this was or was not for Bok the turning-point which comes in the life of every young man. Where the venture into theatrical life would have led him no one can, of course, say. One thing is certain: Bok"s instinct and reason both failed him in this instance. He believes now that had his venture into the theatrical field been temporary or permanent, the experiment, either way, would have been disastrous.
Looking back and viewing the theatrical profession even as it was in that day (of a much higher order than now), he is convinced he would never have been happy in it. He might have found this out in a year or more, after the novelty of travelling had worn off, and asked release from his contract; in that case he would have broken his line of progress in the publishing business. From whatever viewpoint he has looked back upon this, which he now believes to have been the crisis in his life, he is convinced that his mother"s instinct saved him from a grievous mistake.
The Scribner house, in its foreign-book department, had imported some copies of Bourrienne"s _Life of Napoleon_, and a set had found its way to Bok"s desk for advertising purposes. He took the books home to glance them ever, found himself interested, and sat up half the night to read them. Then he took the set to the editor of the New York Star, and suggested that such a book warranted a special review, and offered to leave the work for the literary editor.
"You have read the books?" asked the editor.
"Every word," returned Bok.
"Then, why don"t you write the review?" suggested the editor.
This was a new thought to Bok. "Never wrote a review," he said.
"Try it," answered the editor. "Write a column."
"A column wouldn"t scratch the surface of this book," suggested the embryo reviewer.
"Well, give it what it is worth," returned the editor.
Bok did. He wrote a page of the paper.
"Too much, too much," said the editor. "Heavens, man, we"ve got to get some news into this paper."
"Very well," returned the reviewer. "Read it, and cut it where you like. That"s the way I see the book."
And next Sunday the review appeared, word for word, as Bok had written it. His first review had successfully pa.s.sed!
But Bok was really happiest in that part of his work which concerned itself with the writing of advertis.e.m.e.nts. The science of advertis.e.m.e.nt writing, which meant to him the capacity to say much in little s.p.a.ce, appealed strongly. He found himself more honestly attracted to this than to the writing of his literary letter, his editorials, or his book reviewing, of which he was now doing a good deal. He determined to follow where his bent led; he studied the mechanics of unusual advertis.e.m.e.nts wherever he saw them; he eagerly sought a knowledge of typography and its best handling in an advertis.e.m.e.nt, and of the value and relation of ill.u.s.trations to text.
He perceived that his work along these lines seemed to give satisfaction to his employers, since they placed more of it in his hands to do; and he sought in every way to become proficient in the art.
To publishers whose advertis.e.m.e.nts he secured for the periodicals in his charge, he made suggestions for the improvement of their announcements, and found his suggestions accepted. He early saw the value of white s.p.a.ce as one of the most effective factors in advertising; but this was a difficult argument, he soon found, to convey successfully to others. A white s.p.a.ce in an advertis.e.m.e.nt was to the average publisher something to fill up; Bok saw in it something to cherish for its effectiveness. But he never got very far with his idea: he could not convince (perhaps because he failed to express his ideas convincingly) his advertisers of what he felt and believed so strongly.
An occasion came in which he was permitted to prove his contention.
The Scribners had published Andrew Carnegie"s volume, _Triumphant Democracy_, and the author desired that some special advertising should be done in addition to that allowed by the appropriation made by the house. To Bok"s grateful ears came the injunction from the steel magnate: "Use plenty of white s.p.a.ce." In conjunction with Mr.
Doubleday, Bok prepared and issued this extra advertising, and for once, at least, the wisdom of using white s.p.a.ce was demonstrated. But it was only a flash in the pan. Publishers were unwilling to pay for "unused s.p.a.ce," as they termed it. Each book was a separate unit, others argued: it was not like advertising one article continuously in which money could be invested; and only a limited amount could be spent on a book which ran its course, even at its best, in a very short time.
And, rightly or wrongly, book advertising has continued much along the same lines until the present day. In fact, in no department of manufacturing or selling activity has there been so little progress during the past fifty years as in bringing books to the notice of the public. In all other lines, the producer has brought his wares to the public, making it easier and still easier for it to obtain his goods, while the public, if it wants a book, must still seek the book instead of being sought by it.
That there is a tremendous unsupplied book demand in this country there is no doubt: the wider distribution and easier access given to periodicals prove this point. Now and then there has been tried an unsupported or not well-thought-out plan for bringing books to a public not now reading them, but there seems little or no understanding of the fact that there lies an uncultivated field of tremendous promise to the publisher who will strike out on a new line and market his books, so that the public will not have to ferret out a book-store or wind through the maze of a department store. The American reading public is not the book-reading public that it should be or could be made to be; but the habit must be made easy for it to acquire. Books must be placed where the public can readily get at them. It will not, of its own volition, seek them. It did not do so with magazines; it will not do so with books.
In the meanwhile, Bok"s literary letter had prospered until it was now published in some forty-five newspapers, One of these was the _Philadelphia Times_. In that paper, each week, the letter had been read by Mr. Cyrus H. K. Curtis, the owner and publisher of _The Ladies"
Home Journal_. Mr. Curtis had decided that he needed an editor for his magazine, in order to relieve his wife, who was then editing it, and he fixed upon the writer of _Literary Leaves_ as his man. He came to New York, consulted Will Carleton, the poet, and found that while the letter was signed by William J. Bok, it was actually written by his brother who was with the Scribners. So he sought Bok out there.
The publishing house had been advertising in the Philadelphia magazine, so that the visit of Mr. Curtis was not an occasion for surprise. Mr.
Curtis told Bok he had read his literary letter in the _Philadelphia Times_, and suggested that perhaps he might write a similar department for _The Ladies" Home Journal_. Bok saw no reason why he should not, and told Mr. Curtis so, and promised to send over a trial instalment.
The Philadelphia publisher then deftly went on, explained editorial conditions in his magazine, and, recognizing the ethics of the occasion by not offering Bok another position while he was already occupying one, asked him if he knew the man for the place.
"Are you talking at me or through me?" asked Bok.
"Both," replied Mr. Curtis.
This was in April of 1889.