Harry Selfridge developed close relationships with the media to ensure that his store and its opening were properly publicized. The opening week ad campaign relied mainly on unpaid promotions in the form of news articles in newspapers, magazines, and journals. As time progressed, Selfridge took the more traditional form of marketing by writing daily columns under the pen name Callisthenes. Overall, however, one of the most effective marketing tools proved to be the opening week cartoons focusing on the grand event. Selfridge enlisted the help of thirty-eight of London’s top illustrators to draw hundreds of full page, half page, and quarter page advertisements for eighteen newspapers. This innovative combination of direct advertisements and newspaper publicities proved to be quite effective at drawing the crowds to the store.