flights of fancy were subject to strict review". He spent at least six months on the book, questioning every word and writing numerous drafts. He wrote the poem out in pencil on yellow paper and asked his wife to discuss every page with him. Publication history Geisel submitted his finished manuscript, originally titled A Story No One Can Beat, to dozens of publishers during the winter of 1936–37. Publishers posited a variety of criticisms of the book, including that fantasy was not salable, that children's books written in verse were out of style, and that the book lacked a clear moral message. According to the Morgans, Geisel angrily exclaimed to his wife, "What's wrong with kids having fun reading without being preached at?" She cited the book's cartoon-like drawings and its story, which might be seen to encourage daydreaming and lying to one's parents, as possible reasons for its rejection. According to Geisel, he was walking down Madison Avenue in New York City after learning of the latest rejection, planning to burn the manuscript when he got home, when he ran into Mike McClintock, an old Dartmouth College classmate. McClintock had just become juvenile editor at Vanguard Press and took Geisel to his office to introduce him to Vanguard's President James Henle and editor Evelyn Shrifte. Henle had been gaining a reputation for signing authors whom other, larger publishers had rejected. He soon agreed to publish the book, but stipulated that its title be changed. Geisel cited the incident for his belief in luck and later stated, "If I had been walking down the other side of Madison Avenue, I'd be in the dry-cleaning business today". In gratitude to McClintock, Geisel changed the name of the book's protagonist to Marco, after McClintock's son, and dedicated the book to McClintock's wife, Helene. In "an act of faith", Vanguard Press printed 15,000 copies of the book for its first printing. To promote the book, Henle bought a full-page advertisement in Publishers Weekly, which reproduced the book's two-page spread of a reindeer pulling a cart and featured the line, "Book publishers, hitch on! This is the start of a parade that will take you places!" Approximately two years later, Vanguard printed 6,000 more copies. By 1943, it had printed 31,600 copies, and Geisel's royalties were no more than $3,500. Although Geisel later moved to Random House, Vanguard continued to publish Mulberry Street and