In 1745 Newbery moved his firm to a more upmarket address at 65 St. Paul's Churchyard and named it the Bible and Sun, continuing to publish a mix of adult and children's titles. This new shop did so well he eventually sold the Reading business. His success allowed his son Francis to attend both Cambridge and Oxford Universities. Jan Susina, writing in "The Lion and the Unicorn" says "Newbery's genius was in developing the fairly new product category, children's books, through his frequent advertisements ... and his clever ploy of introducing additional titles and products into the body of his children's books."