Edward William Bok

“ And I ask no greater privilege than to be allowed to live to see my potential America become actual: the America that I like to think of as the America of Abraham Lincoln and of Theodore Roosevelt--not faultless, but less faulty. It is a part in trying to shape that America, and an opportunity to work in that America when it comes, that I ask in return for what I owe to her. ”

“ It is this lesson that the American business man has still to learn; that no man can be wholly efficient in his life, that he is not living a four-squared existence, if he concentrates every waking thought on his material affairs. He has still to learn that man cannot live by bread alone. The making of money, the accumulation of material power, is not all there is to living. ”

“ One had merely to do all that one could do, a little more than one was asked or expected to do, and immediately one's head rose above the crowd and one was in an employer's eye--where it is always so satisfying for an employee to be! And as so few heads lifted themselves above the many, there was never any danger that they would not be seen.
Of course, Edward Bok had to prove to himself that his conception of conditions was right. ”

“ Whatever shortcomings I may have found during my fifty-year period of Americanization; however America may have failed to help my transition from a foreigner into an American, I owe to her the most priceless gift that any nation can offer, and that is opportunity.
As the world stands to-day, no nation offers opportunity in the degree that America does to the foreign-born. ”

“ The same spirit impelled him to clean the baker's windows for fifty cents a week, to deliver a newspaper over a regular route, to sell ice water on the Coney Island horse-cars--in short, to do any honorable work to overcome the burden of poverty. Meanwhile he strove to acquire what little education he could, but he probably learned more from his association with the prominent persons whom he met as a result of his early passion for autograph collecting. Such a boyhood brings home the important truth that necessity is the mother of self-reliance. ”

“ The editor is the pivot of a magazine. On him everything turns. If his gauge of the public is correct, readers will come: they cannot help coming to the man who has something to say himself, or who presents writers who have. And if the reader comes, the advertiser must come. He must go where his largest market is: where the buyers are. The advertiser, instead of being the most difficult factor in a magazine proposition, as is so often mistakenly thought, is, in reality, the simplest. He has no choice but to advertise in the successful periodical. ”

“ He can go where he will; no traditions hamper him; no limitations are set except those within himself. The larger the area he chooses in which to work, the larger the vision he demonstrates, the more eager the people are to give support to his undertakings if they are convinced that he has their best welfare as his goal. There is no public confidence equal to that of the American public, once it is obtained. It is fickle, of course, as are all publics, but fickle only toward the man who cannot maintain an achieved success. ”

“ It is through him and only through him that the world will see a new and clear vision of what is right. It is he who has the power of going out of himself--that self in which too many are nowadays so deeply imbedded; it is he who, in seeking the ideal, will, through his own clearer perception or that of others, transform the ideal into the real. "Where there is no vision, the people perish."
It was his remark that he retired because he wanted "to play" that Edward Bok's friends most completely misunderstood. ”

“ It is a very unfortunate impression that this American lack of respect for those in authority makes upon the foreign-born mind. It is difficult for the foreigner to square up the arrest and deportation of a man who, through an incendiary address, seeks to overthrow governmental authority, with the ignoring of an expression of exactly the same sentiments by the editor of his next morning's newspaper. In other words, the man who writes is immune, but the man who reads, imbibes, and translates the editor's words into action is immediately marked as a culprit, and America will not harbor him. ”

“ Their Americanization consists of lip-service; the real spirit, the only factor which counts in the successful teaching of any doctrine, is absolutely missing. We certainly cannot teach anything approaching a true Americanism until we ourselves feel and believe and practise in our own lives what we are teaching to others. No law, no lip-service, no effort, however well-intentioned, will amount to anything worth while in inculcating the true American spirit in our foreign-born citizens until we are sure that the American spirit is understood by ourselves and is warp and woof of our own being. ”

“ For it cannot be denied that the pathetic picture we so often see is found in American business life more frequently than in that of any other land: men unable to let go--not only for their own good, but to give the younger men behind them an opportunity. Not that a man should stop work, for man was born to work, and in work he should find his greatest refreshment. ”

“ In later years, when I saw, daily, a scow loaded with the garbage of Brooklyn householders being towed through New York harbor out to sea, it was an easy calculation that what was thrown away in a week's time from Brooklyn homes would feed the poor of the Netherlands.
At school, I quickly learned that to "save money" was to be "stingy"; as a young man, I soon found that the American disliked the word "economy," and on every hand as plenty grew spending grew. There was literally nothing in American life to teach me thrift or economy; everything to teach me to spend and to waste. ”

“ At twelve he became an office boy in the Western Union Telegraph Company; at nineteen he was a stenographer; at twenty-six he became editor of The Ladies' Home Journal, which during the thirty years of his supervision achieved the remarkable circulation of two million copies and reached every month an audience of perhaps ten million persons. Such is the bare outline of a career that has the essential characteristics of struggle and achievement, of intimate contact with eminent men and women, and, most interesting of all, is not a fulfilled career, but a life still in the making. ”

“ Too many men make the mistake, when they reach the point of enough, of going on pursuing the same old game: accumulating more money, grasping for more power until either a nervous breakdown overtakes them and a sad incapacity results, or they drop "in the harness," which is, of course; only calling an early grave by another name. They cannot seem to get the truth into their heads that as they have been helped by others so should they now help others: as their means have come from the public, so now they owe something in turn to that public. ”

“ She had scarcely left the room when Miss Alcott rose and followed her, saying to the boy: "You shall see Mr. Emerson if it is at all possible."
In a few minutes Miss Alcott returned, her eyes moistened, and simply said: "Come."
The boy followed her through two rooms, and at the threshold of the third, Miss Emerson stood, also with moistened eyes.
"Father," she said simply, and there, at his desk, sat Emerson--the man whose words had already won Edward Bok's boyish interest, and who was destined to impress himself upon his life more deeply than any other writer. ”

“ It was this consciousness of a void ready to be filled that made the Philadelphia experiment so attractive to the embryo editor. He looked over the field and reasoned that if such magazines as did exist could be fairly successful, if women were ready to buy such, how much greater response would there be to a magazine of higher standards, of larger initiative--a magazine that would be an authoritative clearing-house for all the problems confronting women in the home, that brought itself closely into contact with those problems and tried to solve them in an entertaining and efficient way ”

“ But into the best that the foreign-born can retain, America can graft such a wealth of inspiration, so high a national idealism, so great an opportunity for the highest endeavor, as to make him the fortunate man of the earth to-day. ”

“ It is a wonderful inner personal satisfaction to reach the point when a man can say: "I have enough." His soul and character are refreshed by it: he is made over by it. He begins a new life! he gets a sense of a new joy; he feels, for the first time, what a priceless possession is that thing that he never knew before, freedom. ”

“ Probably the most alert public in the world, it requires of its leaders that they be alert. Its appetite for variety is insatiable, but its appreciation, when given, is full-handed and whole-hearted. The American public never holds back from the man to whom it gives; it never bestows in a niggardly way; it gives all or nothing.
What is not generally understood of the American people is their wonderful idealism. Nothing so completely surprises the foreign-born as the discovery of this trait in the American character. ”

“ Bok has begun to give practical demonstration of the kind of service that is possible for those who are sincerely ready to serve. He is alive to the fact that as a nation we are still young and eager to learn. We have made serious mistakes in the past and our institutions are as yet far from perfect, but with more of our intellectual leaders accepting the watchword of altruistic service in the spirit of Mr. Bok's conception, there can be virtually no limitations to the part that America seems destined to play in the future. ”

“ So intimate had become this relation, so efficient was the service rendered, that its readers could not be pried loose from it; where women were willing and ready, when the domestic pinch came, to let go of other reading matter, they explained to their husbands or fathers that The Ladies' Home Journal was a necessity--they did not feel that they could do without it. The very quality for which the magazine had been held up to ridicule by the unknowing and unthinking had become, with hundreds of thousands of women, its source of power and the bulwark of its success. ”

“ Bok scanned the rather crowded field of thought very carefully, and selected for discussion in the magazine such questions as seemed to him most important for the public to understand in order to face and solve its impending problems. The outstanding question he saw which would immediately face men and women of the country was the problem of Americanization. The war and its after-effects had clearly demonstrated this to be the most vital need in the life of the nation, not only for the foreign-born but for the American as well. ”

“ He saw, too, that the average popular magazine of 1889 failed of large success because it wrote down to the public--a grievous mistake that so many editors have made and still make. No one wants to be told, either directly or indirectly, that he knows less than he does, or even that he knows as little as he does; every one is benefited by the opposite implication, and the public will always follow the leader who comprehends this bit of psychology. There is always a happy medium between shooting over the public's head and shooting too far under it. ”

“ To the American, part and parcel of his country, these particulars in which his country falls short with the foreign-born are, perhaps, not so evident; they may even seem not so very important. But to the foreign-born they seem distinct lacks; they loom large; they form serious handicaps which, in many cases, are never surmounted; they are a menace to that Americanization which is, to-day, more than ever our fondest dream, and which we now realize more keenly than before is our most vital need. ”

“ Sooner or later--sometimes, unfortunately, later than sooner--the public discovers the trickery. In no other country in the world is the moral conception so clear and true as in America, and no people will give a larger and more permanent reward to the man whose effort for that public has its roots in honor and truth.
"The sky is the limit" to the foreign-born who comes to America endowed with honest endeavor, ceaseless industry, and the ability to carry through. In any honest endeavor, the way is wide open to the will to succeed. ”

“ And, as all good work is immortal, so to-day all over the world goes on the influence of this one man and one woman, whose life on that little Dutch island changed its barren rocks to a bower of verdure, a home for the birds and the song of the nightingale. The grandchildren have gone to the four corners of the globe, and are now the generation of workers--some in the far East Indies ”

“ In fact, we may well ponder whether the full editorial authority and direction of a modern magazine, either essentially feminine in its appeal or not, can safely be entrusted to a woman when one considers how largely executive is the nature of such a position, and how thoroughly sensitive the modern editor must be to the hundred and one practical business matters which to-day enter into and form so large a part of the editorial duties. ”

“ The worthy interpretation of an ideal is that it embodies an idea--a conception of the imagination. All ideas are at first ideals. They must be. The producer brings forth an idea, but some dreamer has dreamed it before him either in whole or in part.
Where would the human race be were it not for the ideals of men? It is idealists, in a large sense, that this old world needs to-day. Its soil is sadly in need of new seed. Washington, in his day, was decried as an idealist. So was Jefferson. It was commonly remarked of Lincoln that he was a "rank idealist." ”

“ It is this quality which gives the truest inspiration to the foreign-born in his endeavor to serve the people of his adopted country. He is mentally sluggish, indeed, who does not discover that America will make good with him if he makes good with her.
But he must play fair. It is essentially the straight game that the true American plays, and he insists that you shall play it too. Evidence there is, of course, to the contrary in American life, experiences that seem to give ground for the belief that the man succeeds who is not scrupulous in playing his cards. ”

“ Our cities, towns, communities of all sizes and kinds, urban and rural, cry out for men to solve their problems. There is room and to spare for the man of any bent. The old Romans looked forward, on coming to the age of retirement, which was definitely fixed by rule, to a rural life, when they hied themselves to a little home in the country, had open house for their friends, and "kept bees." While bee-keeping is unquestionably interesting, there are today other and more vital occupations awaiting the retired American. ”

“ The public knew the name of scarcely a single editor of a magazine; there was no personality that stood out in the mind: the accepted editorial expression was the indefinite "we"; no one ventured to use the first person singular and talk intimately to the reader. Edward Bok's biographical reading had taught him that the American public loved a personality; that it was always ready to recognize and follow a leader, provided, of course, that the qualities of leadership were demonstrated. ”