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Other orchestras, he found, as, for example, the Boston Symphony and the New York Philharmonic had their deficits met by one individual patron in each case. This, to Bok's mind, was an even worse system, since it entirely excluded the public, making the orchestra dependent on the continued interest and life of a single man. In 1916 Bok sought Mr.
The President, too, acted as an intermediary in turning authors in Bok's direction, when the way opened.
The readers of The Ladies' Home Journal realized that it searched the whole field of endeavor in literature and art to secure what would interest them, and they responded with their support. Another of Bok's methods in editing was to do the common thing in an uncommon way. He had the faculty of putting old wine in new bottles and the public liked it.
And when the first $100,000 did not come back as Mr. Curtis figured, he would send another $100,000 after it, and then both came back. Bok's experience in advertisement writing was now to stand him in excellent stead. He wrote all the advertisements, and from that day to the day of his retirement, practically every advertisement of the magazine was written by him. Mr.
Atlanta, Georgia; New Haven, Connecticut; Pittsburgh, Cincinnati, and finally Bok's own city of Philadelphia were duly chronicled in the magazine; local storms broke and calmed down-with the spots in every instance improved. It was an interesting experiment in photographic civics. The pity of it is that more has not been done along this and similar lines.
By this method, two hundred thousand pictures had been introduced into American homes, and over one hundred and fifty thousand dollars in money had been raised by the churches as their portion. But all this was simply to lead up to the realization of Bok's cherished dream: the reproduction, in enormous numbers, of the greatest pictures in the world in their original colors.
Unfortunately, the suffragists did not know, when they advanced this argument, that it would be overthrown by the endorsement of Bok's point of view by such men and women of years and ripe judgment as Doctor Eliot, then president of Harvard University, former President Cleveland, Lyman Abbott, Margaret Deland, and others.
"As a matter of fact, in our family, we live by it, on it, and from it." Bok's neighbor, of course, couldn't get the real point of this, but he thought he had it. "Exactly," he replied. "So do we. That fellow Bok certainly has the women buffaloed for good. Ever see him?" "Oh, yes," answered Bok. "Live in Philadelphia?" "Yes." "There's where the thing is published, all right.
Although each felt doubtful of the ability of any process adequately to reproduce their masterpieces, the owners heartily co-operated with Bok. But Bok's co-editors discouraged his plan, since it would involve endless labor, the exclusive services of a corps of photographers and engravers, and the employment of the most careful pressmen available in the United States.
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. This team played, each Saturday afternoon, a team from another publishing house, and for two seasons it was unbeatable.
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