 He noticed the lead that the Continent had over Great Britain in the production of picture postcards, and upon his return instituted a firm that expanded rapidly, selling three million cards a month at its height This occupied him from 1900 until 1904, when the firm failed, mainly through too rapid an expansion and lack of capital.This venture indicated the enterprising spirit that Wrench possessed, and its failure in no way lowered his reputation.The future Lord Northcliffe had observed Wrench's qualities and invited him to join his staff, which he did in 1904.