Word: tabloid
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Dates: during 1950-1959
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...cast covetous eyes on the governorship, but Publisher Norman Chandler, 54-year-old chief of the Chandler clan, thought that was going too far. Whatever the reasons for the falling out, the Chandlers drew first blood last October (TIME, Oct. 19) with a series of articles in their tabloid, the Los Angeles Mirror-denouncing Bonelli and his "saloon empire." Big Bill's board, charged the Mirror, displayed incredible laxity in freely handing out liquor licenses to racketeers and political cronies for only $525 each, and allowing them to be resold at the going rate of $6,500. Bonelli retaliated...
...miracle man. Every newspaperman knows it takes three to five years to pull a new paper out of the red." He was optimistic. At the start, the Mirror, only new U.S. metropolitan daily since war's end. was also a strange-looking infant. Its tabloid Page One was printed sideways, so that it looked just like a full-size daily until readers took it off the newsstand and opened it up. Few readers bothered; from its first press run of 500,000 copies, its sales plummeted to only 72,000 readers...
...again, this time into a full-size, eight-column paper like its morning sister, the Times. Pinkley said the change was the result of a poll which showed that its readers, 6-to-1, preferred an eight-column paper. "Besides," added Pinkley, "Los Angeles just isn't a tabloid town. Tabloids thrive where two things exist: dense population and good public transportation; Los Angeles has neither...
...Angeles newsmen pointed to another reason: advertisers preferred to load the Times with full-size ads instead of placing them in the tabloid-size Mirror. The change would give the Mirror a chance at some of this revenue. "When we make the changeover," says Owner Chandler, "we anticipate our losses will be cut from between $6,000 to $8,000 a week." Publisher Pinkley hopes that the new full-size Mirror will hit the 300,-ooo reader mark. Says he: "I doubt that any metropolitan newspaper can make money with less than a 300,000 to 325,-ooo circulation...
...other hand, on a fast-breaking story; the city staff can mobilize as fast as a Manhattan tabloid covering a shooting in a Park Avenue love nest. Recently the P-D got a head start on the Greenlease kidnaping, when John Kinsella, its veteran police reporter, noticed an unusual stir of activity around headquarters. He rightly guessed that the kidnapers had been found, and thus put the P-D in position to turn loose a 13-man staff on the story before any other paper...