Meaning: Edward Bok, a Dutch-born American editor, made this statement in his book "The Americanization of Edward Bok" published in 1920. In this quote, Bok acknowledges the significant role played by American advertisers in shaping the modern American magazine. The statement reflects the symbiotic relationship between advertising and the magazine industry during the late 19th and early 20th centuries.

During this period, the American magazine industry underwent a transformation, evolving from simple publications to sophisticated periodicals that appealed to a wide audience. This transformation was made possible, in part, by the support of advertisers who recognized the potential of magazines as a powerful medium for reaching consumers. The influx of advertising revenue allowed magazines to invest in high-quality content, innovative design, and broader distribution, thereby enhancing their appeal and influence.

In the late 19th century, the American magazine industry experienced a period of rapid growth and diversification. Magazines began to cater to a wide range of interests, including literature, fashion, lifestyle, and current events. This diversification was accompanied by an increase in readership, as magazines became more affordable and accessible to a broader segment of the population.

Advertisers recognized the potential of magazines as a platform to showcase their products and services to a captive audience. As a result, they began to invest heavily in advertising space within magazines, seeking to capitalize on the growing readership and influence of these publications. The revenue generated from advertising allowed magazines to expand their operations, attract talented writers and artists, and improve production quality.

The symbiotic relationship between advertisers and magazines was further strengthened by the emergence of new printing and distribution technologies. The advent of offset printing and improved distribution networks made it easier and more cost-effective for magazines to reach a wider audience, both regionally and nationally. This expanded reach was attractive to advertisers, who sought to promote their products to a geographically diverse consumer base.

Furthermore, the content of magazines also evolved to accommodate the interests and preferences of advertisers. As advertisers sought to align their brands with specific demographic groups, magazines tailored their content to attract and retain those audiences. This led to the development of specialized magazines targeting niche interests, such as hobbies, sports, and lifestyle preferences.

The collaboration between advertisers and magazines also fueled innovations in marketing and design. Advertisers worked closely with magazine publishers to create visually appealing and persuasive advertisements that complemented the editorial content. This collaborative approach not only enhanced the aesthetic appeal of magazines but also contributed to the development of modern advertising practices.

In conclusion, Edward Bok's quote underscores the pivotal role of advertisers in shaping the modern American magazine. The support of advertisers enabled magazines to flourish, expand their reach, and enhance their quality, ultimately contributing to the cultural and intellectual landscape of American society. The symbiotic relationship between advertisers and magazines continues to be a defining feature of the media industry, underscoring the enduring impact of this dynamic partnership.