"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.
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