Page:American Journal of Sociology Volume 11.djvu/819

 THE LITERARY INTERESTS OF CHICAGO 803

smooth paper, suitable for advertisements containing half-tones, was used. But the Chap-Book did not secure much general advertising. Mr. Stone says one reason is that it was published too far from the seat of the advertising business New York. But a more important reason is that no effort to secure a list of annual subscribers was made. "If we had secured such a list, the Chap-Book would be alive today," says Mr. Stone. "News-stand sales fluctuate. A list is needed in order to get advertising in off-years."

The Chap-Book died July 15, 1898. On that date those of its readers who were regular subscribers received a folio of fare- well. This finis notice said in part :

It was not felt necessary to continue the Chap-Book longer to demon- strate that a good literary magazine could be published in the West and meet the critical approval of the country. The Chap-Book has never de- pended in any special way upon the West for support; indeed, it is probable that, in proportion to its size, Chicago had fewer subscribers than any other large city. But the editors believe that the critical standards of their paper have been kept as high as would have been possible either East or West. They believe that they have been consistently honest in trying to give to their public what seemed to them the best writing they could procure, whether it came from new or well-known authors. They believe, furthermore, that the Chap-Book has been the strongest protest we have had in America against the habit of promiscuous overpraise which is threatening to make the whole body of American criticism useless and stultifying.

Instead of the July 15 issue of the Chap-Book, the subscribers will receive the issue of the Dial for the same date. To this latter journal, upon an offer from its proprietors, have been transferred the subscription list, the right to the name, and the good-will of the Chap-Book. It has been consistently maintained by the Chap-Book that the Dial is in many ways the best purely critical journal in America, and it is hoped that subscribers will be pleased that their subscriptions are to be filled out in this manner.

William Morton Payne, a regular writer for the Dial, says the Chap-Book was a fad which ran its course, and that the Dial then absorbed what was left of it. He also gives the authorita- tive opinion that the Chap-Book was superior to any of its imi- tators.

Having profited by experience with the Chap-Book, Mr. Stone has been successful in publishing and editing the House