 Cassell and Co. launched a new magazine, "The Lady's World" in October 1886, intended to appeal to an aspirant middle-class audience of lady readers.It concentrated on fashion and trends among high society.Impressed by Wilde's journalism on the "Pall Mall Gazette", Wemyss Reid, the General Manager of Cassell & Co., wrote to Wilde in April 1887, enclosing several copies of the magazine.