Now here’s another peculiar thing, _Pictorial Review_ is a woman’s magazine, and yet I am a man and there is nothing particularly feminine about me in my tastes or activities. We do not pick out stories because we think they are good woman’s magazine stories; in fact, we have no earthly use for the typical woman’s magazine story, that sweet and pretty, mush and milk affair that used to grace the pages of our contemporaries. We found out years ago that women were interested in good, short stories that picture the vital, human things in life and that there was no real reason for their being obliged to go to the men’s magazines to read them. So we began to publish real stories in _Pictorial Review_. I realize that all this is more or less indefinite and possibly of little help to the aspiring author, but if said aspiring author will bear in mind that the only way to sell short stories is to make them interesting and, if they are made sufficiently interesting, they will sell themselves--that’s all there is to it. ARTHUR T. VANCE. _Pictorial Review._ THE PICTORIAL REVIEW COMPANY, 214-226 West 39th Street, New York City. POPULAR MAGAZINE In selecting stories I bear in mind the fact that the buying of fiction is a business and not a literary occupation. This means that I have always in mind the ultimate consumer--the fellow who knows nothing of literature as such but who likes good stories. What are these? First and foremost, a story about a new phase of life and industry. The American reader is by no means a prude or intolerant, but he likes sane, almost practical stuff. He likes romance, but it must be normal and wholesome. He does not like the erotic or morbid. Without being in the least “literary,” his taste is surprisingly good. As a rule, he does not want tragedies, but will accept them if exceedingly well done. A good mystery story is sure-fire. Current American fiction is one of the livest things in the world to-day. Keen intelligence goes into the making of it. It plays a bigger part in the formation of public opinion than most people know. It is a genuinely civilizing influence. As a rule, a man’s taste in fiction improves and his standards in stories become higher the more he reads. The very cheapest of the magazines are turning the foreign populations of the second generation in our cities into Americans at a surprising rate. The author of the day is writing for a big public, not a small, select one.