solicitor which was to stand him in good stead when； in his later experience； he was called upon to view the business problems of a magazine from the editor's position。 His knowledge of the manufacture of the two magazines in his charge was likewise educative； as was the fascinating study of typography which always had； and has today； a wonderful attraction for him。
It was； however； in connection with the advertising of the general books of the house； and in his relations with their authors； that Bok found his greatest interest。 It was for him to find the best manner in which to introduce to the public the books issued by the house； and the general study of the psychology of publicity which this called for attracted Bok greatly。
Bok was now asked to advertise a novel published by the Scribners which； when it was issued； and for years afterward； was pointed to as a proof of the notion that a famous name was all that was necessary to ensure the acceptance of a manuscript by even a leading publishing house。 The facts in the case were that this manuscript was handed in one morning by a friend of the house with the remark that he submitted it at the suggestion of the author； who did not desire that his identity should be known until after the manuscript had been read and passed upon by the house。 It was explained that the writer was not a famous author； in fact； he had never written anything before； this was his first book of any sort； he merely wanted to 〃try his wings。〃 The manuscript was read in due time by the Scribner readers； and the mutual friend was advised that the house would be glad to publish the novel； and was ready to execute and send a contract to the author if the firm knew in whose name the agreement should be made。 Then came the first intimation of the identity of the author： the friend wrote that if the publishers would look in the right…hand corner of the first page of the manuscript they would find there the author's name。 Search finally revealed an asterisk。 The author of the novel （Valentino） was William Waldorf Astor。
Although the Scribners did not publish Mark Twain's books； the humorist was a frequent visitor to the retail store； and occasionally he would wander back to the publishing department located at the rear of the store； which was then at 743 Broadway。
Smoking was not permitted in the Scribner offices； and； of course； Mark Twain was always smoking。 He generally smoked a granulated tobacco which he kept in a long check bag made of silk and rubber。 When he sauntered to the back of the Scribner store； he would generally knock the residue from the bowl of the pipe； take out the stem； place it in his vest pocket； like a pencil； and drop the bowl into the bag containing the granulated tobacco。 When he wanted to smoke again （which was usually five minutes later） he would fish out the bowl； now automatically filled with tobacco； insert the stem； and strike a light。 One afternoon as he wandered into Bok's office； he was just putting his pipe away。 The pipe； of the corncob variety； was very aged and black。 Bok asked him whether it was the only pipe he had。
〃Oh； no；〃 Mark answered； 〃I have several。 But they're all like this。 I never smoke a new corncob pipe。 A new pipe irritates the throat。 No corncob pipe is fit for anything until it has been used at least a fortnight。〃
〃How do you break in a pipe； then？〃 asked Bok。
〃That's the trick；〃 answered Mark Twain。 〃I get a cheap mana man who doesn't amount to much； anyhow： who would be as well； or better； deadand pay him a dollar to break in the pipe for me。 I get him to smoke the pipe for a couple of weeks； then put in a new stem； and continue operations as long as the pipe holds together。〃
Bok's newspaper syndicate work had brought him into contact with Fanny Davenport； then at the zenith of her career as an actress。 Miss Davenport； or Mrs。 Melbourne McDowell as she was in private life； had never written for print； but Bok； seeing that she had something to say about her art and the ability to say it； induced her to write for the newspapers through his syndicate。 The actress was overjoyed to have revealed to her a hitherto unsuspected gift； Bok published her articles successfully； and gave her a publicity that her press agent had never dreamed of。 Miss Davenport became interested in the young publisher； and after watching the methods which he employed in successfully publishing her writings； decided to try to obtain his services as her assistant manager。 She broached the subject； offered him a five years' contract for forty weeks' service； with a minimum of fifteen weeks each year to spend in or near New York； at a salary； for the first year； of three thousand dollars； increasing annually until the fifth year； when he was to receive sixty…four hundred dollars。
Bok was attracted to the work： he had never seen the United States； was anxious to do so； and looked upon the chance as a good opportunity。 Miss Davenport had the contract made out； executed it； and then； in high glee； Bok took it home to show it to his mother。 He had reckoned without question upon her approval； only to meet with an immediate and decided negative to the proposition as a whole； general and specific。 She argued that the theatrical business was not for him； and she saw ahead and pointed out so strongly the mistake he was making that he sought Miss Davenport the next day and told her of his mother's stand。 The actress suggested that she see the mother； she did； that day； and she came away from the interview a wiser if a sadder woman。 Miss Davenport frankly told Bok that with such an instinctive objection as his mother seemed to have； he was right to follow her advice and the contract was not to be thought of。
It is difficult to say whether this was or was not for Bok the turning…point which comes in the life of every young man。 Where the venture into theatrical life would have led him no one can； of course； say。 One thing is certain： Bok's instinct and reason both failed him in this instance。 He believes now that had his venture into the theatrical field been temporary or permanent； the experiment； either way； would have been disastrous。
Looking back and viewing the theatrical profession even as it was in that day （of a much higher order than now）； he is convinced he would never have been happy in it。 He might have found this out in a year or more； after the novelty of travelling had worn off； and asked release from his contract； in that case he would have broken his line of progress in the publishing business。 From whatever viewpoint he has looked back upon this； which he now believes to have been the crisis in his life； he is convinced that his mother's instinct saved him from a grievous mistake。
The Scribner house； in its foreign…book department； had imported some copies of Bourrienne's Life of Napoleon； and a set had found its way to Bok's desk for advertising purposes。 He took the books home to glance them over； found himself interested； and sat up half the night to read them。 Then he took the set to the editor of the New York Star； and suggested that such a book warranted a special review； and offered to leave the work for the literary editor。
〃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。 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 mone