Advertising design in the late 19th century was revolutionised by developments in colour lithography. By the end of the century, images became the dominant part of the poster. William Inman, one of the Inman Line partners, recognized a need for a faster Atlantic passage. He introduced screw propelled steamers and in 1852 inaugurated a regular service carrying emigrants from Liverpool to New York. By the end of the 19th century, competition between shipping lines had lowered the costs of passage to the USA to as little as £2 (equivalent to £178 today).