The Athenian Mercury, or The Athenian Gazette, or The Question Project, or The Casuistical Mercury, was a periodical written by The Athenian Society and published in London twice weekly between 17 March 1690 (i.e. 1691 Gregorian calendar) and 14 June 1697. John Dunton was the editor in chief. A spin-off of The Athenian Mercury, The Ladies' Mercury, was also published by The Athenian Society, in 1693, for four weeks. It was the first periodical that catered specifically to women readers. Title The magazine was first called The Athenian Gazette or The Casuistical Mercury when it was first printed. Dunton explains in his autobiography Life and Errors he had an inspiration for the title one day while he was walking home that he would "not exchange for 50 guineas." He continues that a reader of his magazine need only consult Acts 17:21 to see the reasoning behind the title. After the first issue was published, concerns were raised about Dunton's use of the word "Gazette", to which the 25-year-old London Gazette could be considered to have prior claim; in response, Dunton changed "Gazette" to "Mercury". Advice column Scholars credit Dunton with initiating the advice column format. It was first used in The Athenian Mercury in 1691. He formed a "society of experts", which he called The Athenian Society, to give their knowledgeable advice on questions submitted by the magazine's readers. The magazine had an announcement at the end encouraging readers to send in their questions, All Persons whatever may be resolved gratis in any Question that their own satisfaction or curiosity shall prompt 'em to, if they send their Questions by a Penny Post letter to Mr. Smith at his Coffee-house in Stocks Market in the Poultry, where orders are given for the reception of such Letters, and care shall be taken for their Resolution by the next Weekly Paper after their sending. The "most nice and curious questions" ran from natural sciences to religion to literature to politics. During the lifetime of the magazine "the experts" grappled with thousands of questions. The readers submitted questions like: Were there any men before Adam? Is there an impartial and true history of the world? How can a man know when he dreams or when he is really awake? Dunton's "question-answer project", as he referred to his new format, needed people to help publish it. The first person that partnered with him was