" Only one
feature was advertised at one time, but the "feature" was always
carefully selected for its wide popular appeal, and then Mr. Curtis
spared no expense to advertise it abundantly. As much as $400,000 was
spent in one year in advertising only a few features--a gigantic sum in
those days, approached by no other periodical. But Mr. Curtis believed
in showing the advertising world that he was willing to take his own
medicine.
Naturally, such a campaign of publicity announcing the most popular
attractions offered by any magazine of the day had but one effect: the
circulation leaped forward by bounds, and the advertising columns of
the magazine rapidly filled up.
The success of _The Ladies' Home Journal_ began to look like an assured
fact, even to the most sceptical.
As a matter of fact, it was only at its beginning, as both publisher
and editor knew. But they desired to fill the particular field of the
magazine so quickly and fully that there would be small room for
competition. The woman's magazine field was to belong to them!
CHAPTER XIV
MEETING A REVERSE OR TWO
With the hitherto unreached magazine circulation of a million copies a
month in sight, Edward Bok decided to give a broader scope to the
periodical.
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