ld me all about it, haven't
you, so why should I read these notices? Hadn't I better get busy on
another paper for Mr. Burlingame for the next magazine, else he'll be
after me? You know how impatient these editors are." And he handed back
the notices.

Bok saw it was of no use: Stevenson was interested in his work, but,
beyond a certain point, not in the world's reception of it. Bok's
estimate of the author rose immeasurably. His attitude was in such sharp
contrast to that of others who came almost daily into the office to see
what the papers said, often causing discomfiture to the young
advertising director by insisting upon taking the notices with them. But
Bok always countered this desire by reminding the author that, of
course, in that case he could not quote from these desirable notices in
his advertisements of the book. And, invariably, the notices were left
behind!

It now fell to the lot of the young advertiser to arouse the interest of
the public in what were to be some of the most widely read and
best-known books of the day: Robert Louis Stevenson's Dr. Jekyll and Mr.
Hyde; Frances Hodgson Burnett's Little Lord Fauntleroy; Andrew
Carnegie's Triumphant Democracy; Frank R. Stockton's The Lady, or the
Tiger? and his Rudder Grange, and a succession of other books.

The advertising of these books keenly sharpened the publicity sense of
the developing advertising director. One book could best be advertised
by the conventional means of the display advertisement; another, like
Triumphant Democracy, was best served by sending out to the newspapers a
"broadside" of pungent extracts; public curiosity in a novel like The
Lady, or the Tiger? was, of course, whetted by the publication of
literary notes as to the real denouement the author had in mind in
writing the story. Whenever Mr. Stockton came into the office Bok pumped
him dry as to his experiences with the story, such as when, at a dinner
party, his hostess served an ice-cream lady and a tiger to the author,
and the whole company watched which he chose.

"And which did you choose?" asked the advertising director.

"_Et tu, Brute?_" Stockton smilingly replied. "Well, I'll tell you. I
asked the butler to bring me another spoon, and then, with a spoon in
each hand, I attacked both the lady and the tiger at the same time."

Once, when Stockton was going to Boston by the night boat, every room
was taken. The ticket agent recognized the author, and promised to get
h