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Leonard herself was surprised at the success of these numbers. Leonard convinced magazine owner Carl Ruderman to purchase more of these numbers and the business began to be successful using the magazine to promote the service. Later she recorded others such as Annie Sprinkle " talking sexy". Leonard recorded her own voice informing callers of the contents of the next issue of High Society magazine before its publication. The editor of High Society magazine, Gloria Leonard, is credited with being one of the first people to use " 976 numbers", then " 900 numbers" for promotional purposes and soon as a revenue stream in the adult industry. ( May 2017) ( Learn how and when to remove this template message) You may improve this section, discuss the issue on the talk page, or create a new section, as appropriate. The examples and perspective in this section deal primarily with the United States and do not represent a worldwide view of the subject. Once means of transmitting payment were developed, phone sex turned into primarily a commercial activity, with customers and sellers. Phone sex conversation may take many forms, including: guided fantasy, sexual sounds, narrated and enacted suggestions, sexual anecdotes and confessions, candid expression of sexual fantasies, feelings, or love, or discussion of personal and sensitive sexual topics. The sexually explicit conversation takes place between two or more persons via telephone, especially when at least one of the participants masturbates or engages in sexual fantasy. Phone sex takes imagination on both individuals' part, as each party imagines virtual sex. The remainder of this article deals with these paid phone sex services. In the later 20th century businesses emerged offering, for a fee, sexual conversations with a phone sex worker. As a practice between individuals temporarily separated, it is as old as dial telephones, on which no operator could eavesdrop (1930s–1950s). All parties participate voluntarily it is typically accompanied by masturbation. Phone sex is a conversation between two or more people by means of the telephone which is sexually explicit and is intended to provoke sexual arousal in one or more participants. Ads for various sexual services posted in a phone box, as was common in the UK before the Internet