Benjamin Day took the lead in profoundly transforming the daily newspaper. The newspaper went from narrowly focusing on the wealthy, with sparse distribution, to a broad-based news medium. These changes were seen mostly in New York City, Brooklyn, Boston, Philadelphia, Baltimore and other East Coast cities. Day introduced "The Sun", which appealed to a wide audience, using a simpler, more direct style, vivid language, and human interest stories. Day was a New Englander who worked for the Springfield, Massachusetts paper, the "Republican". He came to New York to be a compositor, but in the depression of 1833 he started "The Sun" out of desperation. Day reasoned that a penny paper would be popular in hard times as many could not afford a six-cent paper. He also believed that a substantial, untapped market existed in the immigrant community. His paper was an instant success. Its motto, printed at the top of every page, was "The object of this paper is to lay before the public, at a price within the means of every one, all the news of the day, and at the same time offer an advantageous medium for advertisements." Day made advances in written news by introducing a new meaning of sensationalism, which was defined as 'reliance on human-interest stories'. He placed emphasis on the common person as he or she was reflected in the political, educational, and social life of the day. Day also introduced a new way of selling papers by putting into practice the London Plan. This plan included newsboys hawking their newspapers on the streets.