Americans first learned about Gall’s doctrine from reviews in British periodicals and physicians returning from France, where Gall and Spurzheim had settled. After Spurzheim split from Gall in 1813 and began lecturing throughout Britain and publishing books in English, they learned more. Spurzheim made some modifications and began to call the doctrine “phrenology,” while still retaining craniological correlations as the primary method. He attracted many people to it, as did his Scottish disciple, George Combe, who started the first phrenological society and journal, emphasizing how it could be used to lead to happier, healthier lives and promote institutional reforms. In 1832, Spurzheim came to America but died in Boston that year, drawing more attention to phrenology. Soon after, Orson and Lorenzo Fowler formed a business reading heads and selling all things phrenological, including books, journals, charts, and specimens. The Fowlers were masterful at promoting phrenology. Although Gall had focused on phrenology as a science, phrenology now became synonymous with head readings, thanks in part to the Fowlers and their associates. In this era with little in the way of new research to support phrenological assertions, head readings became faddish among the laity.