He paid Mr.Howells $10,000 for his autobiography, and Mr.Curtis spent $50,000 in advertising it.

"It is not expense," he would explain to Bok, "it is investment.

We are investing in a trademark.

It will all come back in time." And when the first $100,000 did not come back as Mr.Curtis figured, he would send another $100,000 after it, and then both came back.
Bok's experience in advertisement writing was now to stand him in excellent stead.

He wrote all the advertisements, and from that day to the day of his retirement, practically every advertisement of the magazine was written by him.
Mr.Curtis believed that the editor should write the advertisements of a magazine's articles.