On October 20, 1889, Edward Bok became the editor of The Ladies’ Home Journal.

CHAPTER XII

SUCCESSFUL EDITORSHIP

There is a popular notion that the editor of a woman’s magazine should be a woman.  At first thought, perhaps, this sounds logical.  But it is a curious fact that by far the larger number of periodicals for women, the world over, are edited by men; and where, as in some cases, a woman is the proclaimed editor, the direction of the editorial policy is generally in the hands of a man, or group of men, in the background.  Why this is so has never been explained, any more than why the majority of women’s dressmakers are men; why music, with its larger appeal to women, has been and is still being composed, largely, by men, and why its greatest instrumental performers are likewise men; and why the church, with its larger membership of women, still has, as it always has had, men for its greatest preachers.

In fact, we may well ponder whether the full editorial authority and direction of a modern magazine, either essentially feminine in its appeal or not, can safely be entrusted to a woman when one considers how largely executive is the nature of such a position, and how thoroughly sensitive the modern editor must be to the hundred and one practical business matters which to-day enter into and form so large a part of the editorial duties.  We may question whether women have as yet had sufficient experience in the world of business to cope successfully with the material questions of a pivotal editorial position.  Then, again, it is absolutely essential in the conduct of a magazine with a feminine or home appeal to have on the editorial staff women who are experts in their line; and the truth is that women will work infinitely better under the direction of a man than of a woman.

It would seem from the present outlook that, for some time, at least, the so-called woman’s magazine of large purpose and wide vision is very likely to be edited by a man.  It is a question, however, whether the day of the woman’s magazine, as we have known it, is not passing.  Already the day has gone for the woman’s magazine built on the old lines which now seem so grotesque and feeble in the light of modern growth.  The interests of women and of men are being brought closer with the years, and it will not be long before they will entirely merge.  This means a constantly diminishing necessity for the distinctly feminine magazine.

Naturally, there will always be a field in the essentially feminine pursuits which have no place in the life of a man, but these are rapidly being cared for by books, gratuitously distributed, issued by the manufacturers of distinctly feminine and domestic wares; for such publications the best talent is being employed, and the results are placed within easy access of women, by means of newspaper advertisement, the store-counter, or the mails.  These will sooner or later—­and much sooner than later—­supplant the practical portions of the woman’s magazine, leaving only the general contents, which are equally interesting to men and to women.  Hence the field for the magazine with the essentially feminine appeal is contracting rather than broadening, and it is likely to contract much more rapidly in the future.