changed its name to Edmund Scientific and made its name with ads in publications like Scientific American. Its advertisements caught the attention of hobbyists, amateur astronomers, high school students, and cash-strapped researchers. The company also began publishing a series of pamphlets on telescopes in a do-it-yourself fashion that was popular in contemporary magazines like Popular Mechanics. These were later collected into book form in 1967, "All About Telescopes", which contained many plans for telescope systems that became a best seller and was republished repeatedly into the 1980s. Heyday Following Sputnik, Edmund was able to capitalize on a growing national interest in science and astronomy. They expanded their business into a full line of telescopes and telescope kits as well as equipment, parts, and supplies for other scientific fields such as physics, optics, chemistry, microscopy, electronics, and meteorology. They continued to grow as a supplier to teachers and schools with demonstration devices and kits which covered most fields of science. Edmund's catered to the 1960s generation by expanding and highlighting their line of projectors, color wheels, black lights, filters, and other optical devices which could be used by rock bands and in psychedelic light shows. Other items catering to the counterculture were eventually added to the catalog covering the fields of Biofeedback, ESP, Kirlian photography, Pyramid power, and alternative energy. In 1971, in the Whole Earth Catalog of items "relevant to independent education", Stewart Brand noted: "Edmund is the best source we know of for low-cost scientific gadgetry (including math and optics gear). [In this category,] many of the items we found independently... turned up in the Edmund catalog, so we were obliged to recommend that in this area we've been precluded." The company became briefly famous in 1973 when Comet Kohoutek approached Earth and the company sold out of telescopes, a fact that made national news. Neil deGrasse Tyson would later comment that "The Edmund Scientific catalog was a geek's paradise. At a time when no one had access to lasers, they had them for sale." Some sources claim that certain of the original polyhedral dice used in the Dungeons & Dragons role-playing game system were obtained from Edmund Scientific. Restructuring Norman retired in 1975 and left the company to his son, Robert. The company continued on as before into the 1980s, but the original business model began to wane. Robert split the company into Edmund Scientifics and Edmund Optics.