His attitude was in such sharp contrast to that of others who came almost daily into the office to see what the papers said, often causing discomfiture to the young advertising director by insisting upon taking the notices with them.
But Bok always countered this desire by reminding the author that, of course, in that case he could not quote from these desirable notices in his advertisements of the book.

And, invariably, the notices were left behind! It now fell to the lot of the young advertiser to arouse the interest of the public in what were to be some of the most widely read and best-known books of the day: Robert Louis Stevenson's _Dr.Jekyll and Mr.Hyde_; Frances Hodgson Burnett's _Little Lord Fauntleroy_; Andrew Carnegie's _Triumphant Democracy_; Frank R.Stockton's _The Lady, or the Tiger ?_ and his _Rudder Grange_, and a succession of other books.
The advertising of these books keenly sharpened the publicity sense of the developing advertising director.

One book could best be advertised by the conventional means of the display advertisement; another, like _Triumphant Democracy_, was best served by sending out to the newspapers a "broadside" of pungent extracts; public curiosity in a story like _The Lady, or the Tiger ?_ was, of course, whetted by the publication of literary notes as to the real denouement the author had in mind in writing the story.

Whenever Mr.Stockton came into the office Bok pumped him dry as to his experiences with the story, such as when, at a dinner party, his hostess served an ice-cream lady and a tiger to the author, and the whole company watched which he chose.
"And which did you choose ?" asked the advertising director.
"_Et tu, Brute ?_" Stockton smilingly replied.

"Well, I'll tell you.