 He gradually prospered and became lessee of the whole of the market, most of which was sub-let to small stall-holders.He engaged a band, spent a comparatively large sum on advertising, and made the market a popular resort.Though Cole had little education he read a great deal, and in 1867, under the pseudonym of "Edwic", he published "The Real Place in History of Jesus and Paul", which is largely a discussion on the validity of miracles.