Children's comics such as "The Rover", "The Hotspur", "Schoolgirls' Own", "The Magnet" and "Adventure" usually contained a mixture of adventure stories, presented as text rather than strip cartoons, and some British boys were buying American horror comics produced for G.I.s. Morris was impressed by the high standard of artwork in the US magazines, but disgusted by their content, which he described as "deplorable, nastily over-violent and obscene, often with undue emphasis on the supernatural and magical as a way of solving problems". He realised that a market existed for a children's comics periodical which featured action stories in cartoon form, but which also would convey to children the standards and morals he advocated.