In late 1886 Cassells launched a monthly periodical called 'The lady's world,' aimed at middle-class women, and specialising mainly in fashion. Oscar Wilde - recently married and with a family to keep - was making a name for himself in freelance journalism, and Cassells asked him for his ideas about the magazine. Wilde replied that it should broaden its scope. The modern woman was interested in more than fashion, he wrote, and 'we should deal not merely with what women wear, but with what they think, and what they feel.' He became editor in November 1887, and changed its name to 'The woman's world' to reflect its broader agenda. Wilde brought in some well-known writers, and ran articles on feminism and women's suffrage. He himself wrote a monthly column on literature and life. Initially all went well; but after a while Wilde found the work tiresome, and came into the office less frequently. Circulation declined, and after the October 1889 issue, he withdrew. Perhaps his ideas for women's journalism were ahead of their time. The magazine did not thrive without him, and it closed at the end of 1890.

Physical description: 3 v. : iv, 572 ; viii, 664 ; viii, 664 p. : ill., plates, ports. ; 31 cm.

Publication Frequency: Monthly.