Word: mirrors
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...Mirror's considerable audience must have wondered why a paper with a circulation of 835,000 daily and 1,000,000 Sunday could not have survived. After all, it was the second biggest daily in the U.S., topped only by Manhattan's other morning tabloid, the New York Daily News (1,915,000 daily, 2,000,000 Sunday). But in that very placement-the News first, the Mirror a laggard second-lay part of the reason for the Mirror's death. For all of its 39 years the Mirror sought to copy the front runner, an ambition...
...Plague of Yo-Yos. On June 24, 1924, the Mirror reached the Manhattan scene almost as abruptly as it was destined to fade. "Can you start a new tabloid in ten days?" asked Arthur Brisbane, who was William Randolph Hearst's chief editorial lieutenant. "Nine," replied Walter Howey, who was to be the Mirror's new editor. He was nearly as good as his word. From seed, the Mirror bloomed in two weeks. It was a frank imitation of Captain Joseph Patterson's five-year-old Daily News, the U.S.'s first successful tabloid. But hardly...
Hearst's Mirror hired the Graphic's freewheeling editor, Emile Gauvreau,* to implement the pledge of "90% entertainment and 10% news." Gauvreau accumulated circulation "by pushing into the back of my mind all that I had learned about the value of constructive news" and by studying the techniques of the News. The Mirror continued to reflect a rash of stunts calculated to hook the reader: Yo-Yo contests, picture puzzles, yards of crime coverage in an era when New York streets rang with the din of gang wars. By 1932, Mirror circulation passed 500,000. But the News...
...Paper with a Heart." About all that kept the Mirror going was its proprietor's reluctance to part with any of his properties. "Pop held on to some real dogs," said William Randolph Hearst Jr. recently. The Mirror was one of those dogs, and although the Chief knew it, he did not seem to care. "Dear Arthur," he wrote in a now-famous memo to Arthur Brisbane, who was then the Mirror's publisher: "You are now getting out the worst newspaper...
Brisbane had been called in to shore up the Mirror, which was losing ground steadily in its race with the News. But he failed, and was succeeded in 1935 by Charles B. McCabe, then 36, who stayed on as publisher until the paper's death. McCabe did all a publisher could to polish the Mirror's public image, redesignated it "the paper with a heart," sponsored numerous community activities. Its pages, already crowded with lively columnists-Walter Winchell and Dan Parker, got more of the same. McCabe also stitched in some new comics and features beamed...