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.