He(Tchekhov )wrote to Bykov in 1892"Will you be so kind as to point out to the people in your office(of your journal)that the advertisement in which I am described as "highly talented" and in which the title of my story is printed in poster-size letters has made a most unpleasant impression on me.It looks like an advertisement of a dentist or a masseur;and besides it is in bad taste.I know the value of advertisements and I am not against them,but I consider modesty and standards....to be the best and most effective advertisement for a literary person."p.18Editor's introduction.