With Scribner's Magazine now in the periodical field, Bok would be asked
on his trips to the publishing houses to have an eye open for
advertisements for that periodical as well. Hence his education in the
solicitation of advertisements became general, and gave him a
sympathetic understanding of the problems of the advertising solicitor
which was to stand him in good stead when, in his later experience, he
was called upon to view the business problems of a magazine from the
editor's position. His knowledge of the manufacture of the two magazines
in his charge was likewise educative, as was the fascinating study of
typography which always had, and has today, a wonderful attraction for
him.
It was, however, in connection with the advertising of the general books
of the house, and in his relations with their authors, that Bok found
his greatest interest. It was for him to find the best manner in which
to introduce to the public the books issued by the house, and the
general study of the psychology of publicity which this called for
attracted Bok greatly.
Bok was now asked to advertise a novel published by the Scribners which,
when it was issued, and for years afterward, was pointed to as a proof
of the notion that a famous name was all that was necessary to ensure
the acceptance of a manuscript by even a leading publishing house. The
facts in the case were that this manuscript was handed in one morning by
a friend of the house with the remark that he submitted it at the
suggestion of the author, who did not desire that his identity should be
known until after the manuscript had been read and passed upon by the
house.
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