A Dutch Boy Fifty Years After, Edward William Bok [best book reader .TXT] 📗

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 advertisements 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 class 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 assumed 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 amusement 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 sex. And it is a curious fact that Edward Bok's instinctive attitude 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 principally 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 sex, 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.

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 substituting 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 institution. 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.

So intimate had become this relation, so efficient was the service rendered, that its readers could not be pried loose from it; where women were willing and ready, when the domestic pinch came, to let go of other reading matter, they explained to their husbands or fathers that _The Ladies' Home Journal_ was a necessity--they did not feel that they could do without it. The very quality for which the magazine had been held up to ridicule by the unknowing and unthinking had become, with hundreds of thousands of women, its source of power and the bulwark of its success.

Bok was beginning to realize the vision which had lured him from New York: that of putting into the field of American magazines a periodical that should become such a clearing-house as virtually to make it an institution.

He felt that, for the present at least, he had sufficiently established the personal contact with his readers through the more intimate departments, and decided to devote his efforts to the literary features of the magazine.

The newspaper paragraphers were now having a delightful time with Edward Bok and his woman's magazine, and he was having a delightful time with them. The editor's publicity sense made him realize how valuable for his purposes was all this free advertising. The paragraphers believed, in their hearts, that they were annoying the young editor; they tried to draw his fire through their articles. But he kept quiet, put his tongue in his cheek, and determined to give them some choice morsels for their wit.

He conceived the idea of making familiar to the public the women who were back of the successful men of the day. He felt sure that his readers wanted to know about these women. But to attract his newspaper friends he labelled the series, "Unknown Wives of Well-Known Men" and "Clever Daughters of Clever Men."

The alliterative titles at once attracted the paragraphers; they fell upon them like hungry trout, and a perfect fusillade of paragraphs began. This is exactly what the editor wanted; and he followed these two series immediately by