When Franklin established himself in Philadelphia, shortly before 1730, the town boasted three "wretched little" news sheets, Andrew Bradford's "American Mercury", and Samuel Keimer's "Universal Instructor in all Arts and Sciences and Pennsylvania Gazette". This instruction in all arts and sciences consisted of weekly extracts from Chambers's Universal Dictionary. Franklin quickly did away with all this when he took over the "Instructor," and made it "The Pennsylvania Gazette". The "Gazette" soon became Franklin's characteristic organ, which he freely used for satire, for the play of his wit, even for sheer excess of mischief or of fun. From the first he had a way of adapting his models to his own uses. The series of essays called "The Busy-Body," which he wrote for Bradford's "American Mercury" in 1729, followed the general Addisonian form, already modified to suit homelier conditions. The thrifty Patience, in her busy little shop, complaining of the useless visitors who waste her valuable time, is related to the ladies who address Mr. Spectator. The Busy-Body himself is a true Censor Morum, as Isaac Bickerstaff had been in the "Tatler". And a number of the fictitious characters, Ridentius, Eugenius, Cato, and Cretico, represent traditional 18th-century classicism. Even this Franklin could use for contemporary satire, since Cretico, the "sowre Philosopher", is evidently a portrait of Franklin's rival, Samuel Keimer.