He became interested in the fact that the American
woman was not a newspaper reader. He tried to find out the psychology of
this, and finally reached the conclusion, on looking over the
newspapers, that the absence of any distinctive material for women was a
factor. 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.
Edward followed this up by engaging Ella Wheeler Wilcox, then at the
height of her career, to write a weekly letter on women's topics.
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