FREE BOOKS

Author's List




PREV.   NEXT  
|<   78   79   80   81   82   83   84   85   86   87   88   89   90   91   92   93   94   95   96   97   98   99   100   101   102  
103   104   105   106   107   108   109   110   111   112   113   114   115   116   117   118   119   120   121   122   123   124   125   126   127   >>   >|  
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. 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 depar
PREV.   NEXT  
|<   78   79   80   81   82   83   84   85   86   87   88   89   90   91   92   93   94   95   96   97   98   99   100   101   102  
103   104   105   106   107   108   109   110   111   112   113   114   115   116   117   118   119   120   121   122   123   124   125   126   127   >>   >|  



Top keywords:
advertising
 

advertisement

 

sought

 
suggestions
 
writing
 
strongly
 

advertisements

 

believed

 

special

 

author


desired
 
continued
 

appropriation

 

grateful

 

rightly

 

wrongly

 

Democracy

 

allowed

 

addition

 

Triumphant


contention
 

Scribners

 

permitted

 
volume
 

present

 
Carnegie
 
published
 

Andrew

 

occasion

 

Publishers


unwilling

 

limited

 
demonstrated
 
amount
 

invested

 
termed
 

argued

 

separate

 

unused

 

continuously


article

 

wisdom

 
magnate
 

plenty

 
conjunction
 
Doubleday
 

prepared

 

issued

 
injunction
 

eagerly