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His next step was to take into his confidence two or three friends whose judgment he trusted and discuss the possible change。 Without an exception； they advised against it。 The periodical had no standing； they argued； Bok would be out of sympathy with its general atmosphere after his Scribner environment； he was now in the direct line of progress in New York publishing houses； and； to cap the climax； they each argued in turn； he would be buried in Philadelphia： New York was the centre； etc。； etc。
More than any other single argument； this last point destroyed Bok's faith in the judgment of his friends。 He had had experience enough to realize that a man could not be buried in any city； provided he had the ability to stand out from his fellow…men。 He knew from his biographical reading that cream will rise to the surface anywhere； in Philadelphia as well as in New York： it all depended on whether the cream was there： it was up to the man。 Had he within him that peculiar； subtle something that； for the want of a better phrase； we call the editorial instinct？ That was all there was to it； and that decision had to be his and his alone！
A business trip for the Scribners now calling him West； Bok decided to stop at Philadelphia； have a talk with Mr。 Curtis； and look over his business plant。 He did this； and found Mr。 Curtis even more desirous than before to have him consider the position。 Bok's instinct was strongly in favor of an acceptance。 A natural impulse moved him； without reasoning； to action。 Reasoning led only to a cautious mental state； and caution is a strong factor in the Dutch character。 The longer he pursued a conscious process of reasoning； the farther he got from the position。 But the instinct remained strong。
On his way back from the West； he stopped in Philadelphia again to consult his friend； George W。 Childs； and here he found the only person who was ready to encourage him to make the change。
Bok now laid the matter before his mother； in whose feminine instinct he had supreme confidence。 With her； he met with instant discouragement。 But in subsequent talks he found that her opposition was based not upon the possibilities inherent in the position； but on a mother's natural disinclination to be separated from one of her sons。 In the case of Fanny Davenport's offer the mother's instinct was strong against the proposition itself。 But in the present instance it was the mother's love that was speaking； not her instinct or judgment。
Bok now consulted his business associates； and； to a man； they discouraged the step； but almost invariably upon the argument that it was suicidal to leave New York。 He had now a glimpse of the truth that there is no man so provincially narrow as the untravelled New Yorker who believes in his heart that the sun rises in the East River and sets in the North River。
He realized more keenly than ever before that the decision rested with him alone。 On September 1； 1889； Bok wrote to Mr。 Curtis； accepting the position in Philadelphia； and on October 13 following he left the Scribners； where he had been so fortunate and so happy； and； after a week's vacation； followed where his instinct so strongly led； but where his reason wavered。
On October 20； 1889； Edward Bok became the editor of The Ladies' Home Journal。
XV。 Successful Editorship
There is a popular notion that the editor of a woman's magazine should be a woman。 At first thought； perhaps； this sounds logical。 But it is a curious fact that by far the larger number of periodicals for women； the world over； are edited by men； and where； as in some cases； a woman is the proclaimed editor； the direction of the editorial policy is generally in the hands of a man； or group of men； in the background。 Why this is so has never been explained； any more than why the majority of women's dressmakers are men； why music； with its larger appeal to women； has been and is still being composed； largely； by men； and why its greatest instrumental performers are likewise men； and why the church； with its larger membership of women； still has； as it always has had； men for its greatest preachers。
In fact； we may well ponder whether the full editorial authority and direction of a modern magazine； either essentially feminine in its appeal or not； can safely be entrusted to a woman when one considers how largely executive is the nature of such a position； and how thoroughly sensitive the modern editor must be to the hundred and one practical business matters which today enter into and form so large a part of the editorial duties。 We may question whether women have as yet had sufficient experience in the world of business to cope successfully with the material questions of a pivotal editorial position。 Then； again； it is absolutely essential in the conduct of a magazine with a feminine or home appeal to have on the editorial staff women who are experts in their line； and the truth is that women will work infinitely better under the direction of a man than of a woman。
It would seem from the present outlook that； for some time； at least； the so…called woman's magazine of large purpose and wide vision is very likely to be edited by a man。 It is a question； however； whether the day of the woman's magazine； as we have known it； is not passing。 Already the day has gone for the woman's magazine built on the old lines which now seem so grotesque and feeble in the light of modern growth。 The interests of women and of men are being brought closer with the years； and it will not be long before they will entirely merge。 This means a constantly diminishing necessity for the distinctly feminine magazine。
Naturally； there will always be a field in the essentially feminine pursuits which have no place in the life of a man； but these are rapidly being cared for by books； gratuitously distributed； issued by the manufacturers of distinctly feminine and domestic wares； for such publications the best talent is being employed； and the results are placed within easy access of women； by means of newspaper advertisement； the store…counter； or the mails。 These will sooner or laterand much sooner than latersupplant the practical portions of the woman's magazine； leaving only the general contents； which are equally interesting to men and to women。 Hence the field for the magazine with the essentially feminine appeal is contracting rather than broadening； and it is likely to contract much more rapidly in the future。
The field was altogether different when Edward Bok entered it in 1889。 It was not only wide open； but fairly crying out to be filled。 The day of Godey's Lady's Book had passed； Peterson's Magazine was breathing its last； and the home or women's magazines that had attempted to take their place were sorry affairs。 It was this consciousness of a void ready to be filled that made the Philadelphia experiment so attractive to the embryo editor。 He looked over the field and reasoned that if such magazines as did exist could be fairly successful； if women were ready to buy such； how much greater response would there be to a magazine of higher standards； of larger initiativea magazine that would be an authoritative clearing…house for all the problems confronting women in the home； that brought itself closely into contact with those problems and tried to solve them in an entertaining and efficient way； and yet a magazine of uplift and inspiration： a magazine； in other words； that would give light and leading in the woman's world。
The method of editorial expression in the magazines of 1889 was also distinctly vague and prohibitively impersonal。 The public knew the name of scarcely a single editor of a magazine： there was no personality that stood out in the mind： the accepted editorial expression was the indefinite 〃we〃； no one ventured to use the first person singular and talk intimately to the reader。 Edward Bok's biographical reading had taught him that the American public loved a personality： that it was always ready to recognize and follow a leader； provided； of course； that the qualities of leadership were demonstrated。 He felt the time had comethe reference here and elsewhere is always to the realm of popular magazine literature appealing to a very wide audiencefor the editor of some magazine to project his personality through the printed page and to convince the public that he was not an oracle removed from the people； but a real human being who could talk and not merely write on paper。
He saw； too； that the average popular magazine of 1889 failed of large success because it wrote down to the publica 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。
It is the rare editor who rightly gauges his public psychology。 Perhaps that is why； in th