the americanization of edward bok-第33部分

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papers　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　assistant　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　over；　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　passed！

But　Bok　was　really　happiest　in　that　part　of　his　work　which　concerned　itself　with　the　writing　of　advertisements。　The　science　of　advertisement　writing；　which　meant　to　him　the　capacity　to　say　much　in　little　space；　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　advertisements　wherever　he　saw　them；　he　eagerly　sought　a　knowledge　of　typography　and　its　best　handling　in　an　advertisement；　and　of　the　value　and　relation　of　illustrations　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　advertisements　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　space　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　space　in　an　advertisement　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　space。〃　In　conjunction　with　Mr。　Doubleday；　Bok　prepared　and　issued　this　extra　advertising；　and　for　once；　at　least；　the　wisdom　of　using　white　space　was　demonstrated。　But　it　was　only　a　flash　in　the　pan。　Publishers　were　unwilling　to　pay　for　〃unused　space；〃　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　uncultiv