And, "I took care not only to be in REALITY industrious and frugal, but to avoid all appearances to the contrary.

I drest plainly; I was seen at no places of idle diversion." And, "to show that I was not above my business, I sometimes brought home the paper I purchased at the stores thru the streets on a wheelbarrow." "The Universal Instructor in All Arts and Sciences and Pennsylvania Gazette": this was the high-sounding name of a newspaper which Franklin's old employer, Keimer, had started in Philadelphia.

But bankruptcy shortly overtook Keimer, and Franklin took the newspaper with its ninety subscribers.

The "Universal Instructor" feature of the paper consisted of a page or two weekly of "Chambers's Encyclopedia".

Franklin eliminated this feature and dropped the first part of the long name.
"The Pennsylvania Gazette" in Franklin's hands soon became profitable.
And it lives today in the fullness of abounding life, though under another name.