Stella Gibbons of Leicestershire, suggested "Cold Comfort" as an alternative, using the name of a farm in the Hinckley area. Gibbons was delighted with the suggestion, and the work was published as "Cold Comfort Farm" in September 1932. The plot concerns the efforts of "a rational, bossy London heroine" to bring order and serenity to her rustic relations, the Starkadders, on their run-down Sussex farm. According to the "Feminist Companion to Literature in English", Gibbons's parody "[demolishes] ... the stock-in-trade of earthy regionalists such as Thomas Hardy, Mary Webb, Sheila Kaye-Smith and D. H. Lawrence". The literary scholar Faye Hammill describes the
Stella Gibbons measure although Gibbons, in later life, suspected other reasons, particularly the increasing distraction from work that arose from her relationship with Walter Beck. The engagement had ended painfully in 1928, primarily because Gibbons was looking for a fully committed relationship whereas he wanted something more open. Her biographer and nephew, Reggie Oliver, believes Gibbons never entirely got over Beck, even after 1929 when she met Allan Webb, her future husband. She was not unemployed for long; she quickly accepted a job offer as an editorial assistant at the women's magazine, "The Lady". Here, according to "The Observer" writer Rachel Cooke,