Edward W. Bok：The Americanization of Edward Bok, Additional Excerpt 319

Bok now saw advertising done on a large scale by a man who believed in plenty of white space surrounding the announcement in the advertisement. He paid Mr. Howells $10,000 for his autobiography, and Mr. Curtis spent $50,000 in advertising it. "It is not expense," he would explain to Bok, "it is investment. We are investing in a trade-mark. It will all come back in time." And when the first $100,000 did not come back as Mr. Curtis figured, he would send another $100,000 after it, and then both came back.

Source： https://www.gutenberg.org/ebooks/3538
Locator：Additional excerpt 319 · Verified：2026-10-19 · Verification：Short excerpt

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