LEISURE HOURS
For Conference Between the Magazine and its Readers.
When The Taylor Publishing Company made its announcement of the forthcoming appearance of Bob Taylor’s Magazine, its statements were received with interest by all, with enthusiastic approval by many and with predictions of disaster by sundry Jeremiahs and Thomases. For the last named class the fact that a Southern magazine had not succeeded, though many had been projected, was sufficient reason for the conclusion that none could succeed, and possible success versus probable failure was discussed throughout the length and breadth of the land.
Meanwhile, Governor Robert L. Taylor and his co-laborers in the enterprise, imbued with a belief in the feasibility of the venture, with the idea of the vital necessity to the people of the South of a literary periodical which might adequately and fittingly represent the literary life and customs and romance and ideals of the South, and with an indomitable intention of firmly establishing such a useful vehicle of thought and expression, proceeded with their organization. Literature in regard to Bob Taylor’s Magazine was prepared, a campaign of publicity was inaugurated, articles and stories were secured for the first number, paper was bought, and an issue of 10,000 copies was determined upon, as amply sufficient for the first number.
But herein the projectors of the enterprise underestimated the demands of their friends. No sooner was the prospectus issued which indicated the character of the magazine and gave a partial list of the contents of the first number, than the mails were congested with correspondence; agents were appointed by the hundred; subscriptions poured in; and it was decided to print 15,000 copies instead of 10,000 copies.
The size of the magazine, too, grew rapidly in the hands of the staff, until, instead of the 116 pages originally planned, it was found desirable to give 164 pages. This was rendered necessary, in part, by the large amount of advertising secured; and this is one of the best indexes of the faith of the people in the success of Bob Taylor’s Magazine. Hard-headed men of business do not give up their money for mere sentiment or out of compliment to even so eminent and widely loved a man as Governor Taylor. No. They look upon Bob Taylor’s Magazine as a valuable advertising medium—and they are right.
At last, on the 21st of March, the eagerly awaited magazine appeared, and far surpassed the most sanguine expectations of its readers. In the intrinsic merit of its articles, stories and departments, in its dainty and appropriate cover, in its numerous and handsome illustrations, in its excellent typography and press-work, and equally in its well displayed and interesting advertisements it fully satisfied the most critical. The realization of a literary magazine worthy of the South was apparent.
And yet the Jeremiahs, silenced as to the initial number, muttered sotto voce: “Well, you can’t do it again.” Nevertheless, the present number bears internal evidence that we have “done it again.” And we shall “do it” every time. This we promise. We shall no longer pay heed to that (fortunately small) class which experiences a melancholy pleasure in making direful predictions.
The avidity with which the first number of Bob Taylor’s Magazine was greeted was astounding even to the editor-in-chief and his staff, notwithstanding the thousands of encouraging letters, the enormous influx of subscriptions, even before a type had been set, and the fact that the interest was not confined to the South but was manifested with especial earnestness by the people of the North. Letters of congratulation by the bushel, and complimentary editorials, reviews and press notices have told the tale from Androscoggin to San Jose. Space, of course, precludes the reproduction of them here, even if it were desirable, but the following selection from a letter of the senior member of one of the largest advertising agencies in the United States is so significant that it is felt that its insertion will be pardoned:
“I thought it was hardly possible there could be a place for another magazine, and consequently took little interest in your first announcements. When your first number came to hand, however, I was so attracted by the dainty cover showing the ‘fiddle’ with which the name of Bob Taylor is so intimately associated in the minds of those who know anything of the South, and especially of Tennessee, that I carried it home last night, and did not lay it aside until every word in it by Bob Taylor had been read and several of the articles re-read.