Word: mirror
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...Mirror had another enemy: the city itself. In sprawling Los Angeles, which covers 452 square miles, distribution costs are high, and they keep rising, along with spiraling production costs. Slowly, however, the Mirror began to win the battle...
...Mirror's publisher, Virgil M. 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...
...Sizzling & Sensational." One of the Mirror's fiercest battles was against its two afternoon competitors, Hearst's Herald & Express and the ailing Daily News. In editorials and news stories, all three papers constantly fire away (TIME, Nov. 24, 1952 et seq.) at one another. For example, in the middle of the Mirror's liquor-license series, Newsmen discovered that Mirror Movie Columnist Florabel Muir had herself sold a license in just the way Mirror had said was "sizzling and sensational." Columnist Muir promptly resigned (TIME...
...circulation climbed steadily to its present high of 224,438. During the same period, circulation of all the other papers except the Times dropped sharply. To take readers away from its competitors, Owner Chandler has poured millions into the Mirror. Despite this rapid growth, starting a new daily is such an expensive, uphill struggle that, even after five years, the Mirror has still not moved...
Full Size. Last week the Mirror got ready for another big step to try to make its own way. Publisher Pinkley announced that beginning next month the Mirror will change its format 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...