The modern guidebook emerged in the 1830s, with the burgeoning market for long distance tourism. The publisher John Murray began printing the "Murray's Handbooks for Travellers" in London from 1836. The series covered tourist destinations in Europe, Asia and northern Africa, and he introduced the concept of "sights" which he rated in terms of their significance using stars for Starke's exclamation points. According to scholar James Buzard, the Murray style "exemplified the exhaustive rational planning that was as much an ideal of the emerging tourist industry as it was of British commercial and industrial organization generally."