In 1733, Franklin began to publish the noted Poor Richard's Almanack (with content both original and borrowed) under the pseudonym Richard Saunders, on which much of his popular reputation is based. He frequently wrote under pseudonyms. He had developed a distinct, signature style that was plain, pragmatic and had a sly, soft but self-deprecating tone with declarative sentences. Although it was no secret that he was the author, his Richard Saunders character repeatedly denied it. "Poor Richard's Proverbs", adages from this almanac, such as "A penny saved is twopence dear" (often misquoted as "A penny saved is a penny earned") and "Fish and visitors stink in three days", remain common quotations in the modern world. Wisdom in folk society meant the ability to provide an apt adage for any occasion, and his readers became well prepared. He sold about ten thousand copies per year—it became an institution. In 1741, Franklin began publishing The General Magazine and Historical Chronicle for all the British Plantations in America. He used the heraldic badge of the Prince of Wales as the cover illustration.