ould 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
story 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
him a desirable room if the author would tell which he had had in mind,
the lady or the tiger.

"Produce the room," answered Stockton.

The man did. Stockton paid for it, and then said:

"To tell you the truth, my friend, I don't know."

And that was the truth, as Mr. Stockton confessed to his friends. The
idea of the story had fascinated him; when he began it he purposed to
give it a definite ending. But when he reached the end he didn't know
himself which to produce out of the open door, the lady or the tiger,
"and so," he used to explain, "I made up my mind to leave it hanging in
the air."

When the stories of _Dr. Jekyll and Mr. Hyde_ and _Little Lord
Fauntleroy_ were made into plays, Bok was given an opportunity for an
entirely different kind of publicity. Both plays were highly
successful; they ran for weeks in succession, and each evening Bok had
circulars of the books in every seat of the theatre; he had a table
filled with the books in the foyer of each theatre; and he bombarded
the newspapers with stories of Mr. Mansfield's method of making the
quick change from one character to the other in the dual role of the
Stevenson play, and with anecdotes about the boy Tommy Russell in Mrs.
Burnett's play. The sale of the books went merrily on, and kept pace
with the success of the plays. And it all sharpened the initiative of
the young advertiser and developed his sense