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.
“Heartiest congratulations on the merit of the first number, the
character of which, if maintained in succeeding numbers, will surely make
a place for this new apostle of sunshine.
“Only give us more of Bob Taylor, if possible. Why not let him have a
page between each other article each number may contain. Why restrict
him to a department or departments? John Brisben Walker wrote the entire
September, 1904, _Cosmopolitan_ unaided. It is believed Bob Taylor could
write an entire number without any assistance if he would make up his
mind to do so, and it would be certain to prove a hummer.”
Fifteen thousand copies is a large number for the first issue of any
magazine; yet they were exhausted within one week after the magazine
came from the press, and thousands of copies have since been ordered by
agents and dealers, while an ever increasing army of new subscribers
demand, like so many Oliver Twists, with vehemence and iteration—MORE,
MORE. _And yet every copy is sold!_
It is a situation that pleases while it embarrasses, and it gives the
valuable pointer that we must provide larger issues, which we shall do,
that no one may miss a single number.
Considering these facts, so briefly outlined, we would not be human
were we not elated and happy and thankful. And yet we have not, we
trust, been spoiled by lavish praise, but rather spurred on to greater
efforts to measure up to our opportunities, to the expectations of the
Southern people, and to our mission to exploit the virtues, resources and
capabilities of this section, while bringing every month more sunshine
and happiness into the heart of every reader of BOB TAYLOR’S MAGAZINE.
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For the information of new subscribers we repeat that we invite, for
insertion in this department, communications on all subjects of unusual
interest and importance, such as
Prose and poetry of sentiment, fact and fancy.
Forgotten or unpublished bits of history and tradition.
Anecdotes of famous men and women, and of quaint and curious occurrences.
The best short stories and tales you have heard or read, if unusual or
unfamiliar.
Suggestions for the special benefit of BOB TAYLOR’S MAGAZINE—how it may
be improved, what it should contain, what it should admit.
Industrial Energy and Enterprise of the Old South.
There is little danger that the glories and beauties of the Old South,
as reflected in its social life and ideals, will be forgotten in the
industrial progress and prosperity of the New, for these things have
been made immortal by the sure touch of tradition and literature, but
there is another phase of the old regime well worth our pride and
attention, which seems to have well nigh faded out of popular impression
and consideration. We refer to the industrial and commercial activity
achieved by the South before the war, of which the general idea takes so
small and disparaging account. It is tacitly assumed and loosely declared
that previous to 1860 the South lived in ease and sloth upon slave-labor
and the cotton crop, paying no heed to manufactures or industrial
development, and that before the wonderful business progress of the last
decade commercial enterprise and ability were unknown qualities in this
section. There were heroes before Agamemnon, however, and the truth is
that long before the New South existed in phrase or fact, the Old South
was holding its own in wealth-producing industries with other sections of
the country.
In a pamphlet, published some years ago, Mr. Richard H. Edmonds,
of Baltimore, first drew attention to these facts, and in so doing
performed a unique and important service to historic truth, no less
than to sectional pride. “Facts about the South” is the title of Mr.
Edmond’s brochure and he prefaces his summary of present prosperity
and prophecy of future development by a somewhat novel presentation of
Southern industrial conditions previous to 1860. He boldly challenges
the assumption that the South during that period was not fully abreast
of the times in all business interests and quotes indubitable statistics
and historic records to prove his case. In the decade between 1850 and
1860 the growth in Southern railroad and manufacturing interests was
especially marked, the government reports showing a greater percentage of
gain in the South than in New England and the Middle States, or, indeed,
the whole country at large. Moreover, the popular idea crediting the Old
South with producing only cotton, rice and sugar, is clearly disproved by
Mr. Edmonds, who gives the figures of Southern crop production for 1860,
showing a condition of agricultural diversity and prosperity unsurpassed
in any part of the country.
This vigorous protest against a prevailing delusion should be read in its
entirety by every Southerner who, as he reads of the thrift and energy
of the Old South, will be inspired with a firmer faith in the growth and
strength of the New, recognizing in the industrial development of to-day,
as Mr. Edmonds expresses it, “not a novel creation” in this section, but
“the result of evolution.”
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