William Hearst
"If you make a product good enough, even though you live in the depths of the forest, the public will make a path to your door, says the philosopher. But if you want the public in sufficient numbers, you better construct a highway. Advertising is that highway."
~ William Randolph Hearst
Due to rising competition, both companies began an advertising method that would be later known as Yellow Journalism. Yellow Journalism consisted of using attractive headlines, catchy topics, and enticing cartoons. Many people consider now that this marketing strategy ignited the Spanish-American War.
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Hearst's first job in the publishing business was in 1887, where his father was able to use his influence to make him the manager of a newspaper company: San Francisco Examiner. Hearst had always wanted to create a large network of newspaper companies so in 1895, he was able to buy out the New York Morning Journal. This happened to be the rival company to New York World, which had been owned by Joseph Pulitzer.
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