Some five years ago, seven mothers with 20 children between them, ages between two and 15 years, sat at coffee discussing their cabbage-like state. They agreed to meet in three weeks time, each bringing a suggestion of something interesting they could do together.
The only idea that did not need capital came from Barbara Bateson. She said they always heard about events the children would have enjoyed after they had taken place. Why not find out advance information, pool it and distribute a leaflet? After all, this was a subject they all knew about.
Each put 5s into the Kitty for the initial working capital: 35s. They soon had pages of material and for Christmas 1961 produced a modest booklet which was sold for 1s. 6d. It covered London and Hertfordshire. The more professional looking and larger Easter edition for 2s. 6d., which included contributions from friends in other home counties, swept to a circulation of 7,000.
The seven directors of Septima Ltd. the company that was then formed with each director putting up ú10, were having great fun. Since they all had children at the same school, board meetings were held at the school gates passing over scraps of paper with notes or finished materials to the typing members. They had hit the jackpot; but they were too successful.
It was obvious from correspondence that they should cover the whole country. Tied as they all were and having aimed at doing something that would not interfere with their families' lives, they could not provide this overall service. Regretfully, they sold "What's On for Children and Young People" in 1962 for "four figures" - to the astonishment of their husbands. (It is now produced by Editorial Enterprises Ltd., 5-6 Argyll Street, London W.1.)
The profits were split between the seven, plus a few distributing helpers in various districts. The directors, however, were left with nothing to direct. The mutual 'baby' that had given them so much pleasure was gone; obviously something new was needed. Ann McGillivray was in Spain. Pamela Dansie, who had been asked to join originally but, with her fifth child imminent, had not the spare time, now joined them. With their success behind them she thought it an honour. She had always been interested in the idea of producing something to amuse and occupy children.
Their latest production published last week is "Something to Do" a Young Puffin Original, 5s., published by Penguin Books. Again this was something they knew a lot about already. The work was split between them and if there was something they did not know about they found out for themselves.
The book is divided into months, bed occupations for February the "measles month", things to do in the car for August the travelling month. These experienced mothers know about the weather: there are outdoor and indoor occupations for August. The book is dedicated to the 20 children who provided the experience.
Now the original list of ideas is dead. There might be a second book, for loads of material was left over. Or Mrs. Bateson has a new idea. But all agree they will go on. The enterprises achieved the object of breaking up cabbagehood by providing absorbing and stimulating work (Mrs. Bateson says "Our husbands find us nicer people") and introducing them into the new worlds of publishing, printing, and business.
If these seven women can conceive, organize and achieve commercial success, alongside family life, by hitting on what after all is the root of commercial success - a consumer need - one might wonder how much similar talent is squashed by the phrase "A woman's place is in the home". But maybe these particular women would never be squashed.
