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Under Ormond's leadership, Street & Smith diversified its offerings, producing a broad spectrum of publications from weekly comic newspapers to popular magazines. Their flagship, the New York Weekly, became a cornerstone of early American pulp, featuring Nick Carter detective stories in 1886. This publication marked the beginning of the company's foray into serialized fiction and genre-specific storytelling.
The company was a trailblazer in catering to segmented audiences. They launched Top-Notch, targeting young sports and adventure fans; Ainslee’s, which specialized in high-quality short fiction; and Picture Play, dedicated to Hollywood fans. These titles underscored Street & Smith’s mastery of understanding and capturing the pulse of American popular culture.