Esther "Eppie" Pauline Frieman Lederer (July 4, 1918 – June 22, 2002) and Ruth Crowley were the main writers behind the public image of advice columnist Ann Landers and the syndicated advice column, of the same name. For about 45 years, the column was a regular feature in many newspapers across North America. People would write her letters to seek her advice concerning their personal problems, and she would publish her advice in her columns. Her writing style was direct, and often critical. She would often upbraid a letter-writer with the quip, "Watch it, bub!" Her stated opinions often seemed customized to appeal to her predominantly female readership.[original research?]