Despite Wheeler-Nicholson's optimism, finding a place in the market was difficult. Newsstands were reluctant to stock a magazine of untested new material from an unknown publisher, particularly as other companies' comics titles were perceived as being "successful because they featured characters everyone knew and loved". Returns were high, and cash-flow difficulties made the interval between issues unpredictable. Artist Creig Flessel recalled that at the company's office on Fourth Avenue, "The major flashed in and out of the place, doing battles with the printers, the banks, and other enemies of the struggling comics".