He talked the matter over with several prominent New
York editors, who frankly acknowledged that they would like nothing
better than to interest women, and make them readers of their papers.
But they were equally frank in confessing that they were ignorant both
of what women wanted, and, even if they knew, of where such material
was to be had. Edward at once saw that here was an open field. It was
a productive field, since, as woman was the purchasing power, it would
benefit the newspaper enormously in its advertising if it could offer a
feminine clientele.
There was a bright letter of New York gossip published in the _New York
Star_, called "Bab's Babble." Edward had read it, and saw the
possibility of syndicating this item as a woman's letter from New York.
He instinctively realized that women all over the country would read
it. He sought out the author, made arrangements with her and with
former Governor Dorscheimer, owner of the paper, and the letter was
sent out to a group of papers. It was an instantaneous success, and a
syndicate of ninety newspapers was quickly organized.
Pages:
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159