Edward W. Bok：The Americanization of Edward Bok, Additional Excerpt 235

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.

Source： https://www.gutenberg.org/ebooks/3538
Locator：Additional excerpt 235 · Verified：2026-10-19 · Verification：Short excerpt

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