I want it written in an intimate
"I want it written in an intimate way as if there were only two persons
in the world, you and the person reading. I want heart to speak to
heart. We will make that the title," said the editor, and unconsciously
he thus created the title that has since become familiar wherever
English is spoken: "Heart to Heart Talks." The title gave the department
an instantaneous hearing; the material in it carried out its spirit, and
soon Mrs. Bottome's department rivaled, in popularity, the page by Ruth
These two departments more than anything else, and the irresistible
picture of a man editing a woman's magazine, brought forth an era of
newspaper paragraphing and a flood of so-called "humorous" references to
the magazine and editor. It became the vogue to poke fun at both. The
humorous papers took it up, the cartoonists helped it along, and actors
introduced the name of the magazine on the stage in plays and skits.
Never did a periodical receive such an amount of gratuitous advertising.
Much of the wit was absolutely without malice: some of it was written by
Edward Bok's best friends, who volunteered to "let up" would he but
raise a finger.
But he did not raise the finger. No one enjoyed the "paragraphs" more
heartily when the wit was good, and in that case, if the writer was
unknown to him, he sought him out and induced him to write for him. In
this way, George Fitch was found on the Peoria, Illinois, Transcript and
introduced to his larger public in the magazine and book world through
The Ladies' Home Journal, whose editor he believed he had "most
unmercifully roasted";--but he had done it so cleverly that the editor
at once saw his possibilities.