Word: herald
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...struggling Herald American will keep going - as a tabloid...
...front-page announcement was brief: "Good morning. You'll be getting a new newspaper Sunday." Thus the Boston Herald American (circ. 209,128 and falling) last week ended speculation that it was about to fold. Despite heavy pressure from the bulging Boston Globe (circ. 502,920), the Herald American is optimistically pushing on. Says Publisher James Dorris: "We're giving the people of Boston and New England something they want, a compact, easy-reading, lively newspaper...
Translation: the Hearst-owned daily had run out of options. The Herald American was formed in 1972 when Hearst's racy Boston tabloid, the Record American, absorbed the city's staid, 125-year-old blue-blood bible, the Herald Traveler. The new paper never caught on. Combining the mismatched styles of the papers it subsumed, the Herald American alienated former readers of both by, for example, running weighty political analysis side by side with reports of steamy sex crimes. Circulation, at first 371,664, fell steadily; losses are now estimated to be $10 million a year. The Globe...
None of these examples was lost on the Herald American's managers, who reportedly considered the tabloid option for a year before choosing it. If the Globe, one of the nation's best newspapers, can thrive by providing first-rate coverage, the Herald American hopes to prove there is a down-scale market for something less serious and more entertaining. Predicts Dorris: "We're going to produce a paper that is a pleasure to read, not a chore." Adds Editor Donald Forst: "The new Herald American is going to be a reader's paper, with...
...than merely supervise in-house news releases. Before coming to Harvard in 1953 to write fund-raising copy, she worked for Time, Life, and Madamoiselle. She "still keeps her hand in it" every now and then with a free-lance piece, and then there's her column in the Herald American. Every week, Lord and her daughter, Mary, comment on a current issue, emphasizing the perspectives of different generations and the relationship between mother and daughter. "It's always loads of fun because we both love to write," the elder Lord says...