"You are the one who knows them, what is in them and your purpose," he said to Bok, who keenly enjoyed this advertisement writing.

He put less and less in his advertisements.
Mr.Curtis made them larger and larger in the space which they occupied in the media used.

In this way _The Ladies' Home Journal_ advertisements became distinctive for their use of white space, and as the advertising world began to say: "You can't miss them." 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.