Word: mirrors
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After Hearst's a.m. New York Mirror sank without a burble, most of the columnists swam over to Hearst's p.m. Journal-American. But there was a bit of a problem for Society Snippet Suzy (Mrs. Aileen Mehle). The J-A already had Cholly Knickerbocker, and there are just so many tales one paper can tattle. Solution: Cholly walks the plank, Suzy gets full command of the society poop deck, and this week starts a combined column under the new nom de guerre of Suzy Knickerbocker...
...death of the Chief in 1951 spelled the Mirror's ultimate doom. Control of Hearst's empire passed to unsentimental custodians. Tallest of these was Richard E. Berlin, president (since 1940) of the Hearst Corp. and onetime Hearst ad salesman. In 1956 Ber lin began hacking away at the Hearst chain with both hands. By sale or merger he dropped money-losing papers in Chicago, San Francisco, Pittsburgh, Detroit, Boston, Los Angeles and Milwaukee; he also sold Hearst's International News Service to United Press. Earlier this year, he put to death Hearst's unprofitable Sunday...
Fickle Readership. What probably spared the Mirror so long was that Berlin could not get the proper price. Several years ago the paper was offered to Publisher Samuel Newhouse, whose appetite for new "properties," as he calls them, is inexhaustible. Newhouse would not even bid on a paper that was losing $2,000,000 a year. The Mirror simply had nothing to sell that others were not selling better. TV had usurped its entertainment function. And even sex, that once dependable tabloid ware, was not so marketable any more. Contemporary fiction and the new girlie magazines did the job more...
...fatal degree, the Mirror had become a copy that was nowhere as good as the original. Even its circulation was a dangerous overlap of the News's. A 1961 survey, conducted by an independent Manhattan research company for the Daily News, showed that seven out of ten Mirror readers also read the News on weekdays-and nearly nine out of ten on Sunday. Such duplicate readership is fickle, as New York's 114-day newspaper strike proved when it ended last April. Almost at once, Mirror circulation dropped by 85,000-the suspicion was that the defectors were...
Lisa has achieved this distinction by scrambling harder than six monkeys peeling the same banana. One night last week, she taped interviews with 1) Adlai Stevenson, 2) the suddenly unemployed employees at the New York Mirror, and 3) Dr. Benjamin Spock-all within three hours, dragging mobile cameramen behind her by their sagging tongues. Next day she trapped the Russian Cosmonauts under the stars at Hayden Planetarium...