Even in its final days, the Philadelphia Bulletin still tried not to hang its head.
By the early 1980s, circulation was falling rapidly (sound familiar?). But for a while, it seemed like the Gray Old Lady of Market Street might just make it.
That fall the newspaper was still selling 404,481 copies on the average weekday, a number today’s Philadelphia Inquirer would scream for joy at. And the Bulletin had history on its side, having published continually for 134 years. More important, the newspaper had just secured $5 million in employee contract concessions.
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| The front page of the Evening Bulletin in 1918, during World War I. The paper would continue to publish until 1982. (cstone.net/~rgamble/users/Newspaper.gif) |
So writers and editors continued, optimistically, to pump out editions–every afternoon. See, the Bulletin wasn’t just an essential part of Philadelphia’s daily life, it was one of the great, if not the greatest, evening dailies in the country.
A Philadelphia Magazine article in 1967 “described the Bulletin as ‘a paper that’s willing to spend money to cover news anywhere in the world.’ By contrast, it noted that Walter Annenberg’s Inquirer rarely sent staffers on national or international assignments.”
However, the paper simply couldn’t stave off the rising tide of television news. Evening newspapers were losing readers quickly to television–and they were going extinct even faster.
So 25 years ago yesterday, the Bulletin put out its last issue, and our great city lost a giant (1,743 of them to be exact). The DP also became the largest newspaper based in West Philadelphia.
Other cities lost their dailies as well: There were still 11 evening dailies in cities of 1 million or more in 1980, by 2000 there was one. But the Bulletin, especially in its hayday, was a special paper. It was a newspaper not just for the average Philadelphian, but by the average Philadelphian, as former editor and later columnist Peter Binzen described years later in an essay:
The staffs of metropolitan dailies included many reporters who went to work right out of high school. their blue-collar backgrounds matched those of the subscribers and, as a result, there was an affinity between reporters and readers. Whereas many of today’s college-educated journalists grew up in relative affluence somewhere else and are strangers in the cities they work.
It may seem hard to believe for a paper that folded so early, but the Bulletin was–for decades–Philadelphia’s favorite paper and the largest afternoon daily in the nation. In 1947, the Bulletin reached a circulation of 773,924, its peak readership. In comparison, the Philadelphia Inquirer (now Philly’s largest daily) has a circulation of less than 400,000. But in the middle of the century, when Philadelphia’s star shone brightest, the Bulletin was the city’s darling and any journalist’s heaven.
“If two chairs matched, it was an accident. Beside most desks were spittons for tobacco-chewing reporters. Nearly everybody smoked and stamped out their butts on the floor,” wrote Robert Williams, who started with the newspaper as a receptionist in 1929 and finished as its amusements editor.
The Bulletin, unlike many papers today just out to make a buck, cared about Philadelphia, and it showed in its coverage. The newspaper rarely overreached, often choosing to be prude rather than sensationalistic. The newspaper was so intense in its devotion that it refused to cover the Kinsey Report and often airbrushed scantily-clad cartoon characters.
But its actions weren’t out of a desire for censorship, it was because the Bulletin loved its city. It slowly began to take on a more corporate, clean culture, as the days of everyman journalism began to fade. Reporter and columnist Adrian Lee wrote later,
What fascinated me was the rising tide of noise, the increasing tempo of the typewriters, the sense of urgency that permeated the room. Over the years, typewriters would give way to computers, and the racket would give way to a genteel quietude. Raising your voice in a latter-day newsroom is like shouting in church.
And, as Philadelphia’s fortunes fell and its readers began to flee to the suburbs, so too did the Bulletin’s future begin to descend into bankruptcy. In its last years, it competed furiously with the Inquirer, driving the Inky to win a decade’s worth of Pulitzer prizes. But with the Bulletin only a memory, that spirit has died, and Inquirer reporters are too busy worrying about layoffs to even think about the kind of investigative reporting that made our cities’ newspapers great.
With the Bulletin and its scrappy sense of urgency gone, Philadelphia has been left with two lazy, sterile news sources. And 25 years later, this city is still mourning its Evening Bulletin.