Edward W. Bok：The Americanization of Edward Bok, Additional Excerpt 251

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. And it is because of the latter aim that we find the modern popular magazine the worthless thing that, in so many instances, it is to-day.

Source： https://www.gutenberg.org/ebooks/3538
Locator：Additional excerpt 251 · Verified：2026-10-19 · Verification：Short excerpt

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