Bok promised Mr. Curtis he would look over the field, and meanwhile he sent over to Philadelphia the promised trial "literary gossip"
instalment. It pleased Mr. Curtis, who suggested a monthly department, to which Bok consented. He also turned over in his mind the wisdom of interrupting his line of progress with the Scribners, and in New York, and began to contemplate the possibilities in Philadelphia and the work there.
He gathered a collection of domestic magazines then published, and looked them over to see what was already in the field. Then he began to study himself, his capacity for the work, and the possibility of finding it congenial. He realized that it was absolutely foreign to his Scribner work; that it meant a radical departure. But his work with his newspaper syndicate naturally occurred to him, and he studied it with a view of its adaptation to the field of the Philadelphia magazine.
His next step was to take into his confidence two or three friends whose judgment he trusted and discuss the possible change. Without an exception, they advised against it. The periodical had no standing, they argued; Bok would be out of sympathy with its general atmosphere after his Scribner environment; he was now in the direct line of progress in New York publishing houses; and, to cap the climax, they each argued in turn, he would be buried in Philadelphia: New York was the centre, etc., etc.
More than any other single argument, this last point destroyed Bok"s faith in the judgment of his friends. He had had experience enough to realize that a man could not be buried in any city, provided he had the ability to stand out from his fellow-men. He knew from his biographical reading that cream will rise to the surface anywhere, in Philadelphia as well as in New York: it all depended on whether the cream was there: it was up to the man. Had he within him that peculiar, subtle something that, for the want of a better phrase, we call the editorial instinct? That was all there was to it, and that decision had to be his and his alone!
A business trip for the Scribners now calling him West, Bok decided to stop at Philadelphia, have a talk with Mr. Curtis, and look over his business plant. He did this, and found Mr. Curtis even more desirous than before to have him consider the position. Bok"s instinct was strongly in favor of an acceptance. A natural impulse moved him, without reasoning, to action. Reasoning led only to a cautious mental state, and caution is a strong factor in the Dutch character. The longer he pursued a conscious process of reasoning, the farther he got from the position. But the instinct remained strong.
On his way back from the West, he stopped in Philadelphia again to consult his friend, George W. Childs; and here he found the only person who was ready to encourage him to make the change.
Bok now laid the matter before his mother, in whose feminine instinct he had supreme confidence. With her, he met with instant discouragement. But in subsequent talks he found that her opposition was based not upon the possibilities inherent in the position, but on a mother"s natural disinclination to be separated from one of her sons.
In the case of f.a.n.n.y Davenport"s offer the mother"s instinct was strong against the proposition itself. But in the present instance it was the mother"s love that was speaking; not her instinct or judgment.
Bok now consulted his business a.s.sociates, and, to a man, they discouraged the step, but almost invariably upon the argument that it was suicidal to leave New York. He had now a glimpse of the truth that there is no man so provincially narrow as the untravelled New Yorker who believes in his heart that the sun rises in the East River and sets in the North River.
He realized more keenly than ever before that the decision rested with him alone. On September 1, 1889, Bok wrote to Mr. Curtis, accepting the position in Philadelphia; and on October 13 following he left the Scribners, where he had been so fortunate and so happy, and, after a week"s vacation, followed where his instinct so strongly led, but where his reason wavered.
On October 20, 1889, Edward Bok became the editor of _The Ladies" Home Journal_.
CHAPTER XII
SUCCESSFUL EDITORSHIP
There is a popular notion that the editor of a woman"s magazine should be a woman. At first thought, perhaps, this sounds logical. But it is a curious fact that by far the larger number of periodicals for women, the world over, are edited by men; and where, as in some cases, a woman is the proclaimed editor, the direction of the editorial policy is generally in the hands of a man, or group of men, in the background.
Why this is so has never been explained, any more than why the majority of women"s dressmakers are men; why music, with its larger appeal to women, has been and is still being composed, largely, by men, and why its greatest instrumental performers are likewise men; and why the church, with its larger membership of women, still has, as it always has had, men for its greatest preachers.
In fact, we may well ponder whether the full editorial authority and direction of a modern magazine, either essentially feminine in its appeal or not, can safely be entrusted to a woman when one considers how largely executive is the nature of such a position, and how thoroughly sensitive the modern editor must be to the hundred and one practical business matters which to-day enter into and form so large a part of the editorial duties. We may question whether women have as yet had sufficient experience in the world of business to cope successfully with the material questions of a pivotal editorial position. Then, again, it is absolutely essential in the conduct of a magazine with a feminine or home appeal to have on the editorial staff women who are experts in their line; and the truth is that women will work infinitely better under the direction of a man than of a woman.
It would seem from the present outlook that, for some time, at least, the so-called woman"s magazine of large purpose and wide vision is very likely to be edited by a man. It is a question, however, whether the day of the woman"s magazine, as we have known it, is not pa.s.sing.
Already the day has gone for the woman"s magazine built on the old lines which now seem so grotesque and feeble in the light of modern growth. The interests of women and of men are being brought closer with the years, and it will not be long before they will entirely merge. This means a constantly diminishing necessity for the distinctly feminine magazine.
Naturally, there will always be a field in the essentially feminine pursuits which have no place in the life of a man, but these are rapidly being cared for by books, gratuitously distributed, issued by the manufacturers of distinctly feminine and domestic wares; for such publications the best talent is being employed, and the results are placed within easy access of women, by means of newspaper advertis.e.m.e.nt, the store-counter, or the mails. These will sooner or later--and much sooner than later--supplant the practical portions of the woman"s magazine, leaving only the general contents, which are equally interesting to men and to women. Hence the field for the magazine with the essentially feminine appeal is contracting rather than broadening, and it is likely to contract much more rapidly in the future.
The field was altogether different when Edward Bok entered it in 1889.
It was not only wide open, but fairly crying out to be filled. The day of _G.o.dey"s Lady"s Book_ had pa.s.sed; _Peterson"s Magazine_ was breathing its last; and the home or women"s magazines that had attempted to take their place were sorry affairs. It was this consciousness of a void ready to be filled that made the Philadelphia experiment so attractive to the embryo editor. He looked over the field and reasoned that if such magazines as did exist could be fairly successful, if women were ready to buy such, how much greater response would there be to a magazine of higher standards, of larger initiative--a magazine that would be an authoritative clearing-house for all the problems confronting women in the home, that brought itself closely into contact with those problems and tried to solve them in an entertaining and efficient way; and yet a magazine of uplift and inspiration: a magazine, in other words, that would give light and leading in the woman"s world.
The method of editorial expression in the magazines of 1889 was also distinctly vague and prohibitively impersonal. The public knew the name of scarcely a single editor of a magazine; there was no personality that stood out in the mind: the accepted editorial expression was the indefinite "we"; no one ventured to use the first person singular and talk intimately to the reader. Edward Bok"s biographical reading had taught him that the American public loved a personality; that it was always ready to recognize and follow a leader, provided, of course, that the qualities of leadership were demonstrated. He felt the time had come--the reference here and elsewhere is always to the realm of popular magazine literature appealing to a very wide audience--for the editor of some magazine to project his personality through the printed page and to convince the public that he was not an oracle removed from the people, but a real human being who could talk and not merely write on paper.
He saw, too, that the average popular magazine of 1889 failed of large success because it wrote down to the public--a grievous mistake that so many editors have made and still make. No one wants to be told, either directly or indirectly, that he knows less than he does, or even that he knows as little as he does; every one is benefited by the opposite implication, and the public will always follow the leader who comprehends this bit of psychology. There is always a happy medium between shooting over the public"s head and shooting too far under it.
And it is because of the latter aim that we find the modern popular magazine the worthless thing that, in so many instances, it is to-day.
It is the rare editor who rightly gauges his public psychology.
Perhaps that is why, in the enormous growth of the modern magazine, there have been produced so few successful editors. The average editor is obsessed with the idea of "giving the public what it wants,"
whereas, in fact, the public, while it knows what it wants when it sees it, cannot clearly express its wants, and never wants the thing that it does ask for, although it thinks it does at the time. But woe to the editor and his periodical if he heeds that siren voice!
The editor has, therefore, no means of finding it out aforehand by putting his ear to the ground. Only by the simplest rules of psychology can he edit rightly so that he may lead, and to the average editor of to-day, it is to be feared, psychology is a closed book. His mind is all too often focussed on the circulation and advertising, and all too little on the intangibles that will bring to his periodical the results essential in these respects.
The editor is the pivot of a magazine. On him everything turns. If his gauge of the public is correct, readers will come: they cannot help coming to the man who has something to say himself, or who presents writers who have. And if the reader comes, the advertiser must come.
He must go where his largest market is: where the buyers are. The advertiser, instead of being the most difficult factor in a magazine proposition, as is so often mistakenly thought, is, in reality, the simplest. He has no choice but to advertise in the successful periodical. He must come along. The editor need never worry about him. If the advertiser shuns the periodical"s pages, the fault is rarely that of the advertiser: the editor can generally look for the reason nearer home.
One of Edward Bok"s first acts as editor was to offer a series of prizes for the best answers to three questions he put to his readers: what in the magazine did they like least and why; what did they like best and why; and what omitted feature or department would they like to see installed? Thousands of answers came, and these the editor personally read carefully and cla.s.sified. Then he gave his readers"
suggestions back to them in articles and departments, but never on the level suggested by them. He gave them the subjects they asked for, but invariably on a slightly higher plane; and each year he raised the standard a notch. He always kept "a huckleberry or two" ahead of his readers. His psychology was simple: come down to the level which the public sets and it will leave you at the moment you do it. It always expects of its leaders that they shall keep a notch above or a step ahead. The American public always wants something a little better than it asks for, and the successful man, in catering to it, is he who follows this golden rule.
CHAPTER XIII
BUILDING UP A MAGAZINE
Edward Bok has often been referred to as the one "who made _The Ladies"
Home Journal_ out of nothing," who "built it from the ground up," or, in similar terms, implying that when he became its editor in 1889 the magazine was practically non-existent. This is far from the fact. The magazine was begun in 1883, and had been edited by Mrs. Cyrus H. K.
Curtis, for six years, under her maiden name of Louisa Knapp, before Bok undertook its editorship. Mrs. Curtis had laid a solid foundation of principle and policy for the magazine: it had achieved a circulation of 440,000 copies a month when she transferred the editorship, and it had already acquired such a standing in the periodical world as to attract the advertis.e.m.e.nts of Charles Scribner"s Sons, which Mr.
Doubleday, and later Bok himself, gave to the Philadelphia magazine--advertising which was never given lightly, or without the most careful investigation of the worth of the circulation of a periodical.
What every magazine publisher knows as the most troublous years in the establishment of a periodical, the first half-dozen years of its existence, had already been weathered by the editor and publisher. The wife as editor and the husband as publisher had combined to lay a solid basis upon which Bok had only to build: his task was simply to rear a structure upon the foundation already laid. It is to the vision and to the genius of the first editor of _The Ladies" Home Journal_ that the unprecedented success of the magazine is primarily due. It was the purpose and the policy of making a magazine of authoritative service for the womanhood of America, a service which would visualize for womanhood its highest domestic estate, that had won success for the periodical from its inception. It is difficult to believe, in the multiplicity of similar magazines today, that such a purpose was new; that _The Ladies" Home Journal_ was a path-finder; but the convincing proof is found in the fact that all the later magazines of this cla.s.s have followed in the wake of the periodical conceived by Mrs. Curtis, and have ever since been its imitators.
When Edward Bok succeeded Mrs. Curtis, he immediately encountered another popular misconception of a woman"s magazine--the conviction that if a man is the editor of a periodical with a distinctly feminine appeal, he must, as the term goes, "understand women." If Bok had believed this to be true, he would never have a.s.sumed the position.
How deeply rooted is this belief was brought home to him on every hand when his decision to accept the Philadelphia position was announced.
His mother, knowing her son better than did any one else, looked at him with amazement. She could not believe that he was serious in his decision to cater to women"s needs when he knew so little about them.
His friends, too, were intensely amused, and took no pains to hide their amus.e.m.e.nt from him. They knew him to be the very opposite of "a lady"s man," and when they were not convulsed with hilarity they were incredulous and marvelled.
No man, perhaps, could have been chosen for the position who had a less intimate knowledge of women. Bok had no sister, no women confidantes: he had lived with and for his mother. She was the only woman he really knew or who really knew him. His boyhood days had been too full of poverty and struggle to permit him to mingle with the opposite s.e.x.
And it is a curious fact that Edward Bok"s instinctive att.i.tude toward women was that of avoidance. He did not dislike women, but it could not be said that he liked them. They had never interested him. Of women, therefore, he knew little; of their needs less. Nor had he the slightest desire, even as an editor, to know them better or to seek to understand them. Even at that age, he knew that, as a man, he could not, no matter what effort he might make, and he let it go at that.
What he saw in the position was not the need to know women; he could employ women for that purpose. He perceived clearly that the editor of a magazine was largely an executive: his was princ.i.p.ally the work of direction; of studying currents and movements, watching their formation, their tendency, their efficacy if advocated or translated into actuality, and then selecting from the horizon those that were for the best interests of the home. For a home was something which Edward Bok did understand. He had always lived in one; had struggled to keep it together, and he knew every inch of the hard road that makes for domestic permanence amid adverse financial conditions. And at the home he aimed rather than at the woman in it.
And with his own limited knowledge of the s.e.x, he needed, and none knew it better than did he, the ablest women he could obtain to help him realize his ideals. Their personal opinions of him did not matter so long as he could command their best work. Sooner or later, when his purposes were better understood, they might alter those opinions. For that he could afford to wait. But he could not wait to get their work.
By this time the editor had come to see that the power of a magazine might lie more securely behind the printed page than in it. He had begun to accustom his readers to writing to his editors upon all conceivable problems.
This he decided to encourage. He employed an expert in each line of feminine endeavor, upon the distinct understanding that the most scrupulous attention should be given to her correspondence: that every letter, no matter how inconsequential, should be answered quickly, fully, and courteously, with the questioner always encouraged to come again if any problem of whatever nature came to her. He told his editors that ignorance on any question was a misfortune, not a crime; and he wished their correspondence treated in the most courteous and helpful spirit.
Step by step, the editor built up this service behind the magazine until he had a staff of thirty-five editors on the monthly pay-roll; in each issue, he proclaimed the willingness of these editors to answer immediately any questions by mail, he encouraged and cajoled his readers to form the habit of looking upon his magazine as a great clearing-house of information. Before long, the letters streamed in by the tens of thousands during a year. The editor still encouraged, and the total ran into the hundreds of thousands, until during the last year, before the service was finally stopped by the Great War in 1917, the yearly correspondence totalled nearly a million letters.
[Ill.u.s.tration: The Grandmother, who counselled each of her children to make the world a better and more beautiful place to live in--a counsel which is now being carried on by her grandchildren, one of whom is Edward Bok.]
The lack of opportunity for an education in Bok"s own life led him to cast about for some plan whereby an education might be obtained without expense by any one who desired. He finally hit upon the simple plan of subst.i.tuting free scholarships for the premiums then so frequently offered by periodicals for subscriptions secured. Free musical education at the leading conservatories was first offered to any girl who would secure a certain number of subscriptions to _The Ladies" Home Journal_, the complete offer being a year"s free tuition, with free room, free board, free piano in her own room, and all travelling expenses paid. The plan was an immediate success: the solicitation of a subscription by a girl desirous of educating herself made an irresistible appeal.
This plan was soon extended, so as to include all the girls" colleges, and finally all the men"s colleges, so that a free education might be possible at any educational inst.i.tution. So comprehensive it became that to the close of 1919, one thousand four hundred and fifty-five free scholarships had been awarded. The plan has now been in operation long enough to have produced some of the leading singers and instrumental artists of the day, whose names are familiar to all, as well as instructors in colleges and scores of teachers; and to have sent several score of men into conspicuous positions in the business and professional world.
Edward Bok has always felt that but for his own inability to secure an education, and his consequent desire for self-improvement, the realization of the need in others might not have been so strongly felt by him, and that his plan whereby thousands of others were benefited might never have been realized.
It was this comprehensive personal service, built up back of the magazine from the start, that gave the periodical so firm and unique a hold on its clientele. It was not the printed word that was its chief power: scores of editors who have tried to study and diagnose the appeal of the magazine from the printed page, have remained baffled at the remarkable confidence elicited from its readers. They never looked back of the magazine, and therefore failed to discover its secret. Bok went through three financial panics with the magazine, and while other periodicals severely suffered from diminished circulation at such times, _The Ladies" Home Journal_ always held its own. Thousands of women had been directly helped by the magazine; it had not remained an inanimate printed thing, but had become a vital need in the personal lives of its readers.