Amalgamated Press started a new story paper for boys called "The Gem" in 1907 and by issue number 11 it had established a format – the major content was to be a story about St Jim's school, starring Tom Merry as the main character and written by Charles Hamilton under the pen name of Martin Clifford. This paper rapidly established itself and anxious to capitalize on its success, a similar venture was launched in 1908. This was to be known as "The Magnet", the subject matter was a school called Greyfriars and Hamilton was again to be the author, this time using the name Frank Richards .