British Empire. Pope also introduced mechanization and mass production (later copied and adopted by Ford and General Motors), vertically integrated, (also later copied and adopted by Ford), advertised aggressively (as much as ten percent of all advertising in U.S. periodicals in 1898 was by bicycle makers), promoted the Good Roads Movement (which had the side benefit of acting as advertising, and of improving sales by providing more places to ride), and litigated on behalf of cyclists (It would, however, be Western Wheel Works of Chicago which would drastically reduce production costs by introducing stamping to the production process in place of machining, significantly reducing costs, and thus prices.) In addition, bicycle makers adopted the annual model change (later derided as planned obsolescence, and usually credited to General Motors), which proved very successful. Even so, bicycling remained the province of the urban well-to-do, and mainly men, until the 1890s, and was an example of conspicuous consumption. The safety bicycle and the bike bubble: 1880s and 1890s The development of the safety bicycle was arguably the most important change in the history of the bicycle. It shifted their use and public perception from being a dangerous toy for sporting young men to being an everyday transport tool for men and women of all ages. Aside from the obvious safety problems, the high-wheeler's direct front wheel drive limited its top speed. One attempt to solve both problems with a chain-driven front wheel was the dwarf bicycle, exemplified by the Kangaroo. Inventors also tried a rear wheel chain drive. Although Harry John Lawson invented a rear-chain-drive bicycle in 1879 with his "bicyclette", it still had a huge front wheel and a small rear wheel. Detractors called it "The Crocodile", and it failed in the market. John Kemp Starley, James's nephew, produced the first successful "safety bicycle", the "Rover," in 1885, which he never patented. It featured a steerable front wheel that had significant caster, equally sized wheels and a chain drive to the rear wheel. Widely imitated, the safety bicycle completely replaced the high-wheeler in North America and Western Europe by 1890. Meanwhile, John Dunlop's reinvention of the pneumatic bicycle tire in 1888 had made for a much smoother ride on paved streets; the previous type were quite smooth-riding, when used on the dirt roads common at the time. As with the original velocipede, safety bicycles had been much less comfortable than high-wheelers precisely