In October that year Morris sold "The Anvil"—by then selling about 3,560 copies monthly—for £1,250, plus a £200 annual contract to continue as editor. Morris wanted to produce a comic the pages of which would be filled with role models whose behaviour and moral outlook he felt was socially desirable. Foreigners would not be depicted as either enemies or villains, and at least one child in any group of children would be from an ethnic minority. Religious values would not be imposed upon the reader, although their underlying moral tones would be made obvious on each page. These were innovative but somewhat risky ideas, as nothing similar existed in the market, and Hulton therefore commissioned extensive research into the new comic, which by then, inspired by the design of her church lectern, had been christened "Eagle" by Hampson's wife. Layout and typography were designed by Morris's friend, Ruari McLean, assisted by Charles Green, and faced with an initial print run of 1 million copies, Aintree printer Eric Bemrose designed and built a new ten-unit rotogravure machine in about twelve weeks.