 Frowde steered Oxford rapidly into popular literature, acquiring the World's Classics series in 1906.The same year saw him enter into a so-called "joint venture" with Hodder & Stoughton to help with the publication of children's literature and medical books.Cannan insured continuity to these efforts by appointing his Oxford protégé, the Assistant Secretary Humphrey S. Milford, to be Frowde's assistant.