It was decided--late
in 1884--to change the name to The Brooklyn Magazine.
There was a periodical called The Plymouth Pulpit, which presented
verbatim reports of the sermons of Mr. Beecher, and Edward got the idea
of absorbing the Pulpit in the Magazine. But that required more capital
than he and his partner could command. They consulted Mr. Beecher, who,
attracted by the enterprise of the two boys, sent them with letters of
introduction to a few of his most influential parishioners, with the
result that the pair soon had a sufficient financial backing by some of
the leading men of Brooklyn, like A. A. Low, H. B. Claflin, Rufus T.
Bush, Henry W. Slocum, Seth Low, Rossiter W. Raymond, Horatio C. King,
and others.
The young publishers could now go on. Understanding that Mr. Beecher's
sermons might give a partial and denominational tone to the magazine,
Edward arranged to publish also in its pages verbatim reports of the
sermons of the Reverend T. De Witt Talmage, whose reputation was then at
its zenith. The young editor now realized that he had a rather heavy
cargo of sermons to carry each month; accordingly, in order that his
magazine might not appear to be exclusively religious, he determined
that its literary contents should be of a high order and equal in
interest to the sermons. But this called for additional capital, and the
capital furnished was not for that purpose.
It is here that Edward's autographic acquaintances stood him in good
stead.
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