In 1887 Wilde was hired to run Women's World, a failing magazine whose owners hoped Wilde could turn it around. In the two years he headed the magazine, Wilde transformed it into a much better publication, thanks to his understanding of the things women wanted to read and learn about. "'It seems to me that, at present, it is too feminine, and not sufficiently womanly," he said. "We should take a wider range, as well as a high standpoint, and deal not merely with what women wear, but with what they think, and what they feel." These arguments would come back to haunt him in later years.