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.

This he syndicated in conjunction with the other letter, and the editors invariably grouped the two letters.

This, in turn, naturally led to the idea of supplying an entire page of matter of interest to women.
The plan was proposed to a number of editors, who at once saw the possibilities in it and promised support.

The young syndicator now laid under contribution all the famous women writers of the day; he chose the best of the men writers to write on women's topics; and it was not long before the syndicate was supplying a page of women's material.