ich 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. He perceived that his work along
these lines seemed to give satisfaction to his employers, since they
placed more of it in his hands to do; and he sought in every way to
become proficient in the art.

To publishers whose advertisements he secured for the periodicals in his
charge, he made suggestions for the improvement of their announcements,
and found his suggestions accepted. He early saw the value of white
space as one of the most effective factors in advertising; but this was
a difficult argument, he soon found, to convey successfully to others. A
white space in an advertisement was to the average publisher something
to fill up; Bok saw in it something to cherish for its effectiveness.
But he never got very far with his idea: he could not convince (perhaps
because he failed to express his ideas convincingly) his advertisers of
what he felt and believed so strongly.

An occasion came in which he was permitted to prove his contention. The
Scribners had published Andrew Carnegie's volume, Triumphant Democracy,
and the author desired that some special advertising should be done in
addition to that allowed by the appropriation made by the house. To
Bok's grateful ears came the injunction from the steel magnate: "Use
plenty of white space." In conjunction with Mr. Doubleday, Bok prepared
and issued this extra advertising, and for once, at least, the wisdom of
using white space was demonstrated. But it was only a flash in the pan.
Publishers were unwilling to pay for "unused space," as they termed it.
Each book was a separate unit, others argued: it was not like
advertising one article continuously in which money could be invested;
and only a limited amount could be spent on a book which ran its course,
even at its best, in a very short time.

And, rightly or wrongly, book advertising has continued much along the
same lines until the present day. In fact, in no department of
manufacturing or selling activity has there be