"The Universal Instructor in All Arts and Sciences and Pennsylvania Gazette": this was the high-sounding name of a newspaper which Franklin's old employer, Keimer, had started in Philadelphia. But bankruptcy shortly overtook Keimer, and Franklin took the newspaper with its ninety subscribers. The "Universal Instructor" feature of the paper consisted of a page or two weekly of "Chambers's Encyclopedia". Franklin eliminated this feature and dropped the first part of the long name. "The Pennsylvania Gazette" in Franklin's hands soon became profitable. And it lives today in the fullness of abounding life, though under another name. "Founded A.D. 1728 by Benj. Franklin" is the proud legend of "The Saturday Evening Post", which carries on, in our own times, the Franklin tradition. The "Gazette" printed bits of local news, extracts from the London "Spectator", jokes, verses, humorous attacks on Bradford's "Mercury", a rival paper, moral essays by the editor, elaborate hoaxes, and pungent political or social criticism. Often the editor wrote and printed letters to himself, either to emphasize some truth or to give him the opportunity to ridicule some folly in a reply to "Alice Addertongue," "Anthony Afterwit," or other mythical but none the less typical person. If the countryman did not read a newspaper, or buy books, he was, at any rate, sure to own an almanac. So in 1732 Franklin brought out "Poor Richard's Almanac". Three editions were sold within a few months. Year after year the sayings of Richard Saunders, the alleged publisher, and Bridget, his wife, creations of Franklin's fancy, were printed in the almanac. Years later the most striking of these sayings were collected and published. This work has been translated into as many as twenty languages and is still in circulation today. Franklin kept a shop in connection with his printing office, where he sold a strange variety of goods: legal blanks, ink, pens, paper, books, maps, pictures, chocolate, coffee, cheese, codfish, soap, linseed oil, broadcloth, Godfrey's cordial, tea, spectacles, rattlesnake root, lottery tickets, and stoves--to mention only a few of the many articles he advertised. Deborah Read, who became his wife in 1730, looked after his house, tended shop, folded and stitched pamphlets, bought rags, and helped him to live economically. "We kept no idle servants," says Franklin, "our table was plain and simple, our furniture of the cheapest. For instance, my breakfast was a long time bread and milk (no tea), and I ate it out of a twopenny earthen porringer with a pewter spoon."