In 1874 English novelist and journalist Edmund Yates, in partnership with another journalist, Grenville Murray, founded a new weekly, The World, advertised as 'A journal for men and women'. It began publication on 8 July 1874 and did so well that after six months he was able to buy out his partner, who made almost a tenfold profit on his investment. Its most popular feature, several columns of news and gossip entitled 'What the world says', was a more sophisticated version of Yates's youthful gossip columns, 'The lounger at the clubs' in the Illustrated Times and the 'Flâneur' in the Morning Star (1864-67). With the modest byline, 'Atlas', it was his own preserve and turned him into a celebrity and a rich man. (Oxford Dictionary of National Biography)
