In newspaper publishing, the use of lurid features and sensationalized news in newspaper publishing to attract readers and increase circulation. The phrase was coined in the 1890s to describe tactics employed in the furious competition between two New York papers, Joseph Pulitzer's World and William Randolph Hearst's Journal. When Hearst hired away from Pulitzer a cartoonist who had drawn the immensely popular comic strip “The Yellow Kid,” another cartoonist was hired to draw the comic for the World; the rivalry excited so much attention that the competition was dubbed yellow journalism. Techniques of the period that became permanent features of U.S. journalism include banner headlines, coloured comics, and copious illustrations.
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Yellow journalism is journalism that downplays legitimate news in favor of eye-catching headlines that sell more newspapers. It may feature exaggerations of news events, scandal-mongering, sensationalism, or unprofessional practices by news media organizations or journalists. defines Yellow Press newspapers as having daily multi-column front-page headlines covering a variety of topics, such as sports and scandal, using bold layouts (with large illustrations and perhaps color), heavy reliance on unnamed sources, and unabashed self-promotion. The term was extensively used to describe certain major New York City newspapers about 1900 as they battled for circulation. By extension the term is used today as a pejorative to decry any journalism that treats news in an unprofessional or unethical fashion, such as systematic political bias.
The term originated during the Gilded Age with the circulation battles between Joseph Pulitzer's New York World and William Randolph Hearst's New York Journal. The battled peaked from 1895 to about 1898, and historical usage often refers specifically to this period. Both papers were accused by critics of sensationalizing the news in order to drive up circulation, although the newspapers did serious reporting as well. The New York Press coined the term yellow kid journalism in early 1897 after a then-popular comic strip to describe the down market papers of Pulitzer and Hearst, which both published versions of it during a circulation war. This was soon shortened to yellow journalism with the New York Press insisting, "We called them Yellow because they are Yellow."
Joseph Pulitzer purchased the World in 1883 after making the St. Louis Post-Dispatch the dominant daily in that city. The publisher had gotten his start editing a German-language publication in St. Louis, and saw a great untapped market in the nation's immigrant classes. Pulitzer strove to make The World an entertaining read, and filled his paper with pictures, games and contests that drew in readers, particularly those who used English as a second language. Crime stories filled many of the pages, with headlines like "Was He a Suicide?" and "Screaming for Mercy." In addition, Pulitzer only charged readers two cents per issue but gave readers eight and sometimes 12 pages of information (the only other two cent paper in the city never exceeded four pages).
While there were many sensational stories in the World, they were by no means the only pieces, or even the dominant ones. Pulitzer believed that newspapers were public institutions with a duty to improve society, and he put the World in the service of social reform. During a heat wave in 1883, World reporters went into the Manhattan's tenements, writing stories about the appalling living conditions of immigrants and the toll the heat took on the children. Stories headlined "How Babies Are Baked", "Burning Babies Fall From The Roof" and "Lines of Little Hearses" spurred reform and drove up the World's circulation.
Just two years after Pulitzer took it over, the World became the highest circulation newspaper in New York, aided in part by its strong ties to the Democratic Party. Older publishers, envious of Pulitzer's success, began criticizing the World, harping on its crime stories and stunts while ignoring its more serious reporting — trends which influenced the popular perception of yellow journalism, both then and now. Charles Dana, editor of the New York Sun, attacked The World and said Pulitzer was "deficient in judgment and in staying power."
Pulitzer's approach made an impression on William Randolph Hearst, a mining heir who acquired the San Francisco Examiner from his father in 1887. Hearst read the World while studying at Harvard University and resolved to make the Examiner as bright as Pulitzer's paper.. Under his leadership, the Examiner devoted 24 percent of its space to crime, presenting the stories as morality plays, and sprinkled adultery and "nudity" (by 19th century standards) on the front page. A month after taking over the paper, the Examiner ran this headline about a hotel fire:
Hearst could go overboard in his crime coverage; one of his early pieces, regarding a "band of murderers," attacked the police for forcing Examiner reporters to do their work for them. But while indulging in these stunts, the Examiner also increased its space for international news, and sent reporters out to uncover municipal corruption and inefficiency. In one celebrated story, Examiner reporter Winifred Black was admitted into a San Francisco hospital and discovered that indigent women were treated with "gross cruelty." The entire hospital staff was fired the morning the piece appeared.
Metropolitan newspapers started going after department store advertising in the 1890s, and discovered the larger the circulation base, the better. This drove Hearst; following Pulitzer's earlier strategy, he kept the Journal's price at one cent (compared to The World's two cent price) while providing as much information as rival newspapers. The approach worked, and as the Journal's circulation jumped to 150,000, Pulitzer cut his price to a penny, hoping to drive his young competitor (who was subsidized by his family's fortune) into bankruptcy. In a counterattack, Hearst raided the staff of the World in 1896. While most sources say that Hearst simply offered more money, Pulitzer — who had grown increasingly abusive to his employees — had become an extremely difficult man to work for, and many World employees were willing to jump for the sake of getting away from him.
Although the competition between the World and the Journal was fierce, the papers were temperamentally alike. Both were Democratic, both were sympathetic to labor and immigrants (a sharp contrast to publishers like the New York Tribune's Whitelaw Reid, who blamed their poverty on moral defects), and both invested enormous resources in their Sunday publications, which functioned like weekly magazines, going beyond the normal scope of daily journalism.
Their Sunday entertainment features included the first color comic strip pages, and some theorize that the term yellow journalism originated there, while as noted above the New York Press left the term it invented undefined. Hogan's Alley, a comic strip revolving around a bald child in a yellow nightshirt (nicknamed the Yellow Kid), became exceptionally popular when cartoonist Richard Outcault began drawing it in the World in early 1896. When Hearst predictably hired Outcault away, Pulitzer asked artist George Luks to continue the strip with his characters, giving the city two Yellow Kids. The use of "yellow journalism" as a synonym for over-the-top sensationalism in the U.S. apparently started with more serious newspapers commenting on the excesses of "the Yellow Kid papers."
But Hearst became a war hawk after a rebellion broke out in Cuba in 1895. Stories of Cuban virtue and Spanish brutality soon dominated his front page. While the accounts were of dubious accuracy, the newspaper readers of the 19th century did not expect, or necessarily want, his stories to be pure nonfiction. Historian Michael Robertson has said that "Newspaper reporters and readers of the 1890s were much less concerned with distinguishing among fact-based reporting, opinion and literature."
Pulitzer, though lacking Hearst's resources, kept the story on his front page. The yellow press covered the revolution extensively and often inaccurately, but conditions on Cuba were horrific enough. The island was in a terrible economic depression, and Spanish general Valeriano Weyler, sent to crush the rebellion, herded Cuban peasants into concentration camps and caused hundreds of thousands of deaths. Having clamored for a fight for two years, Hearst took credit for the conflict when it came: A week after the United States declared war on Spain, he ran "How do you like the Journal's war?" on his front page. In fact, President William McKinley never read the Journal, and newspapers like the Tribune and the New York Evening Post, both staunchly Republican, demanded restraint. Moreover, journalism historians have noted that yellow journalism was largely confined to New York City, and that newspapers in the rest of the country did not follow their lead. The Journal and the World were not among the top ten sources of news in regional papers, and the stories simply did not make a splash outside Gotham. War came because public opinion was sickened by the bloodshed, and because conservative leaders like McKinley realized that Spain had lost control of Cuba. These factors weighed more on the president's mind than the melodramas in the New York Journal.
Hearst sailed directly to Cuba, when the invasion began, as a war correspondent, providing sober and accurate accounts of the fighting. Creelman later praised the work of the reporters for exposing the horrors of Spanish misrule, arguing, " no true history of the war . . . can be written without an acknowledgment that whatever of justice and freedom and progress was accomplished by the Spanish-American war was due to the enterprise and tenacity of yellow journalists, many of whom lie in unremembered graves."
Pulitzer, haunted by his "yellow sins," returned the World to its crusading roots as the new century dawned. By the time of his death in 1911, the World was a widely-respected publication, and would remain a leading progressive paper until its demise in 1931. Other newspapers, especially the new tabloids in the big cities, adopted the flashy techniques of Yellow Journalism, most notably the New York Daily News, founded in 1919.