Page:The Story of the House of Cassell (book).djvu/38

 stand on tiptoe, and if I don't do the same I shan't be seen. So, spend the money!"

Cassell proved wiser than his manager. The whole of the copies first printed were sold immediately. Day after day the machines could barely keep up with the demand. This success had a determining influence on his work. His experience of the Illustrated Exhibitor confirmed his observation in the matter of the Temperance tracts. It was the pictures which chiefly sold both. From that time onwards illustrations became a principal feature of his periodicals. The Illustrated Exhibitor came out in monthly numbers at 2d. from June to December. Its circulation had reached 100,000 in the latter month, when it was merged in the first Magazine of Art.

The place in the Strand was no longer big enough to accommodate Cassell's growing business. Looking for larger and more convenient premises, he found them in La Belle Sauvage Yard.