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.
The two young publishers solicited their advertisements on the way to
and from business mornings and evenings, and shortly the first
smaller-sized theatre programme, now in use in all theatres, appeared.
The venture was successful from the start, returning a comfortable
profit each week. Such advertisements as they could not secure for cash
they accepted in trade; and this latter arrangement assisted materially
in maintaining the households of the two publishers.
Edward's partner now introduced him into a debating society called The
Philomathean Society, made up of young men connected with Plymouth
Church, of which Henry Ward Beecher was pastor. The debates took the
form of a miniature congress, each member representing a State, and it
is a curious coincidence that Edward drew, by lot, the representation of
the Commonwealth of Pennsylvania.
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