It was a large eleven-by-nine sheet, four
pages, badly printed, with nothing in it save the cast, a few
advertisements, and an announcement of some coming attraction. The boy
mechanically folded the programme, turned it long side up and wondered
whether a programme of this smaller size, easier to handle, with an
attractive cover and some reading-matter, would not be profitable.
When he reached home he made up an eight-page "dummy," pasted an
attractive picture on the cover, indicated the material to go inside,
and the next morning showed it to the manager of the theatre. The
programme as issued was an item of considerable expense to the
management; Edward offered to supply his new programme without cost,
provided he was given the exclusive right, and the manager at once
accepted the offer. Edward then sought a friend, Frederic L. Colver,
who had a larger experience in publishing and advertising, with whom he
formed a partnership. Deciding that immediately upon the issuance of
their first programme the idea was likely to be taken up by the other
theatres, Edward proceeded to secure the exclusive rights to them all.
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