the americanization of edward bok-第34章
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s understood that the greatest care was to be exercised： the most expert advice； if needed； was to be sought and given； and the thousands of cases at the Babies' Hospital were to be laid under contribution。
There was then begun a magazine department which was to be classed among the most clear…cut pieces of successful work achieved by The Ladies' Home Journal。
Step by step； the new departure won its way； and was welcomed eagerly by thousands of young mothers。 It was not long before the warmest commendation from physicians all over the country was received。 Promptness of response and thoroughness of diagnosis were； of course； the keynotes of the service： where the cases were urgent； the special delivery post and； later； the night…letter telegraph service were used。
The plan is now in its eleventh year of successful operation。 Some idea of the enormous extent of its service can be gathered from the amazing figures that； at the close of the tenth year； show over forty thousand prospective mothers have been advised； while the number of babies actually 〃raised〃 by Doctor Coolidge approaches eighty thousand。 Fully ninety…five of every hundred of these babies registered have remained under the monthly letter…care of Doctor Coolidge until their first year； when the mothers receive a diet list which has proved so effective for future guidance that many mothers cease to report regularly。 Eighty…five out of every hundred babies have remained in the registry until their graduation at the age of two。 Over eight large sets of library drawers are required for the records of the babies always under the supervision of the registry。
Scores of physicians who vigorously opposed the work at the start have amended their opinions and now not only give their enthusiastic endorsement； but have adopted Doctor Coolidge's food formule for their private and hospital cases。
It was this comprehensive personal service； built up back of the magazine from the start； that gave the periodical so firm and unique a hold on its clientele。 It was not the printed word that was its chief power： scores of editors who have tried to study and diagnose the appeal of the magazine from the printed page； have remained baffled at the remarkable confidence elicited from its readers。 They never looked back of the magazine； and therefore failed to discover its secret。 Bok went through three financial panics with the magazine； and while other periodicals severely suffered from diminished circulation at such times； The Ladies' Home Journal always held its own。 Thousands of women had been directly helped by the magazine； it had not remained an inanimate printed thing； but had become a vital need in the personal lives of its readers。
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 necessitythey 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 was beginning to realize the vision which had lured him from New York： that of putting into the field of American magazines a periodical that should become such a clearing…house as virtually to make it an institution。
He felt that； for the present at least； he had sufficiently established the personal contact with his readers through the more intimate departments； and decided to devote his efforts to the literary features of the magazine。
XVII。 Eugene Field's Practical Jokes
Eugene Field was one of Edward Bok's close friends and also his despair； as was likely to be the case with those who were intimate with the Western poet。 One day Field said to Bok： 〃I am going to make you the most widely paragraphed man in America。〃 The editor passed the remark over； but he was to recall it often as his friend set out to make his boast good。
The fact that Bok was unmarried and the editor of a woman's magazine appealed strongly to Field's sense of humor。 He knew the editor's opposition to patent medicines； and so he decided to join the two facts in a paragraph； put on the wire at Chicago； to the effect that the editor was engaged to be married to Miss Lavinia Pinkham； the granddaughter of Mrs。 Lydia Pinkham； of patent…medicine fame。 The paragraph carefully described Miss Pinkham； the school where she had been educated； her talents； her wealth； etc。 Field was wise enough to put the paragraph not in his own column in the Chicago News； lest it be considered in the light of one of his practical jokes； but on the news page of the paper； and he had it put on the Associated Press wire。
He followed this up a few days later with a paragraph announcing Bok's arrival at a Boston hotel。 Then came a paragraph saying that Miss Pinkham was sailing for Paris to buy her trousseau。 The paragraphs were worded in the most matter…of…fact manner； and completely fooled the newspapers； even those of Boston。 Field was delighted at the success of his joke； and the fact that Bok was in despair over the letters that poured in upon him added to Field's delight。
He now asked Bok to come to Chicago。 〃I want you to know some of my cronies；〃 he wrote。 〃Julia ＇his wife＇ is away； so we will shift for ourselves。〃 Bok arrived in Chicago one Sunday afternoon； and was to dine at Field's house that evening。 He found a jolly company： James Whitcomb Riley； Sol Smith Russell the actor； Opie Read； and a number of Chicago's literary men。
When seven o'clock came； some one suggested to Field that something to eat might not be amiss。
〃Shortly；〃 answered the poet。 〃Wife is out； cook is new； and dinner will be a little late。 Be patient。〃 But at eight o'clock there was still no dinner。 Riley began to grow suspicious and slipped down…stairs。 He found no one in the kitchen and the range cold。 He came back and reported。 〃Nonsense；〃 said Field。 〃It can't be。〃 All went down…stairs to find out the truth。 〃Let's get supper ourselves；〃 suggested Russell。 Then it was discovered that not a morsel of food was to be found in the refrigerator； closet； or cellar。 〃That's a joke on us；〃 said Field。 〃Julia has left us without a crumb to eat。
It was then nine o'clock。 Riley and Bok held a council of war and decided to slip out and buy some food； only to find that the front； basement； and back doors were locked and the keys missing！ Field was very sober。 〃Thorough woman； that wife of mine；〃 he commented。 But his friends knew better。
Finally； the Hoosier poet and the Philadelphia editor crawled through one of the basement windows and started on a foraging expedition。 Of course； Field lived in a residential section where there were few stores； and on Sunday these were closed。 There was nothing to do but to board a down…town car。 Finally they found a delicatessen shop open； and the two hungry men amazed the proprietor by nearly buying out his stock。
It was after ten o'clock when Riley and Bok got back to the house with their load of provisions to find every door locked； every curtain drawn； and the bolt sprung on every window。 Only the cellar grating remained； and through this the two dropped their bundles and themselves； and appeared in the dining…room； dirty and dishevelled； to find the party at table enjoying a supper which Field had carefully hidden and brought out when they had left the house。
Riley； cold and hungry； and before this time the victim of Field's practical jokes； was not in a merry humor and began to recite paraphrases of Field's poems。 Field retorted by paraphrasing Riley's poems； and mimicking the marked characteristics of Riley's speech。 This started Sol Smith Russell； who mimicked both。 The fun grew fast and furious； the entire company now took part； Mrs。 Field's dresses were laid under contribution； and Field； Russell； and Riley gave an impromptu play。 And it was upon this scene that Mrs。 Field； after a continuous ringing of the door…bell and nearly battering down the door； appeared at seven o'clock t
