"
But the compositor felt that magazine literature should be even cheaper
than it was, and to that thought in his mind his fingers responded, so
that when the advertisement appeared, this particular bold-type line
read:
"SEND TEN CENTS FOR A YEAR."
This wonderful offer appealed with singular force to the class of
readers of this particular paper, and they decided to take advantage of
it. The advertisement appeared on Sunday, and Monday's first mail
brought the magazine over eight hundred letters with ten cents enclosed
"for a year's subscription as per your advertisement in yesterday's --."
The magazine management consulted its lawyer, who advised the publisher
to make the newspaper pay the extra ninety cents on each subscription,
and, although this demand was at first refused, the proprietors of the
daily finally yielded. At the end of the first week eight thousand and
fifty-five letters with ten cents enclosed had reached the magazine, and
finally the total was a few over twelve thousand!
XIV. Last Years in New York
Edward Bok's lines were now to follow those of advertising for several
years. He was responsible for securing the advertisements for The Book
Buyer and The Presbyterian Review. While the former was, frankly, a
house-organ, its editorial contents had so broadened as to make the
periodical of general interest to book-lovers, and with the subscribers
constituting the valuable list of Scribner book-buyers, other publishers
were eager to fish in the Scribner pond.
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