Word: pinkley
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...Pink-ley, ex-U.P. general manager for Europe, knew what to do about that. He turned its front page around and set out aggressively to give the Mirror a crisp, sensational style ("All news stories are written too long, including those in the Mirror"). Los Angeles, said Pinkley, "needs a fighting newspaper [and] the Mirror is anyone's fist in a good fight." The paper picked its fights carefully, more often to woo new readers than for any lofty civic motives. Mirrormen breezily campaigned against everything from "black-market baby rackets" and Southern California's "Saloon Empire...
...last week, the once-clouded Mirror had a new, shinier look and Publisher Pinkley proudly reported: instead of 100,000, the Mirror now guaranteed a circulation of 140,000. The Mirror had not yet turned the corner financially, but it was a member in good standing of Greater Los Angeles' vast (22 dailies, 71 weeklies, 165 giveaways) newspaper community...
...Mirror turned its front page right-side-up, dropped most of its color, shortened and sharpened its stories, and started screaming like a tabloid. Obedient to Publisher Pinkley's order to "local 'em to death," it began to play up circulation-catching sex, crime and crusading stories with a Los Angeles angle. The Mirror offered $100,000 in rewards to readers who helped solve 20 local murders, exposed a baby-adoption racket, and pursued Rita & Aly from continent to continent with the determined zest of a private eye on a fat expense account. But the tabloid...
...murky newsprint and cloudy color pages, and bored by its stories. By Thanksgiving Day, circulation had slumped to 71,447-well below the 100,000 guarantee to advertisers. From his thriving morning Times, Owner Norman Chandler rushed over City Editor Hugh ("Bud") Lewis to give Mirror Publisher Virgil Pinkley some help...
Worried Times Publisher Norman Chandler had already hustled his brother Philip over to the Mirror as general manager, though Virgil Pinkley was still publisher. A week ago Chandler enlisted Times City Editor Hugh Lewis to prescribe a tonic for the Mirror...