Word: oregonian
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...resurrection of the Reporter, a union tabloid born during Portland's 1959 newspaper strike and dedicated to mortal battle with the city's other two dailies, the Journal and the Oregonian, brought with it a new masthead slogan: "Portland's Own Newspaper." But while the public response was encouraging-circulation increased by at least 2,000 new subscriptions-there was more to it than sentiment...
Despite these advantages, the nursling's survival prospect was never very high. The 1959 strike failed to shut down the city's existing dailies, the Journal and the Oregonian, thus denying the newcomer the opportunity to exploit a temporary news vacuum. Moreover, Portland readers seemed undisposed to support a union paper that tried so hard to avoid the union label that it packed as much punch as a Sunday supplement. Although the Oregonian and the Journal have together lost 79,000 in circulation since the strike, the tabloid Reporter could not even attract all those defectors. At death...
...pica closer to settlement than it was when it began. But unlike New York or Cleveland, Portland has not been without its newspapers for one strikebound day. It is, in fact, the only U.S. city that ever went into a strike with two dailies-the Oregonian and the Oregon Journal-and wound up with three. The newcomer is the tabloid Reporter, a strike-born paper that was first published by union members in February...
With a circulation of just under 60,000, the Reporter has given its rivals little room for complacency. Since the strike began, both have lost subscribers. The Oregonian is down 28,600 to 213,614, the Journal a whopping 57,300 to 131,364. Both have resorted to giving away stuffed Easter bunnies and toy elephants to lure their readers back...
...have not done badly for a slingshot operation, but fact is that they have barely pricked the hides of Portland's Goliaths. Since Newspaper Collector Samuel Newhouse added the money-losing Journal to his chain in 1961, he has been consolidating its noneditorial operations with those of the Oregonian (which he bought in 1950), and claims to be confident of eventually turning a profit. The Oregonian has slashed its noneditorial manpower by 30%, is so fat with ads that it shows a profit of more than $1,000,000 a year...