|Intl. Notebook||Oct 8 2010|
Our copies of National Informer span a time during which the paper was transitioning from typical tabloid to sex magazine. In our issues from 1966 to 1968, you get alarmist political journalism, which by the 1970s becomes drooling quasi-smut, as we see in this issue that first hit newsstands today in 1972. Of course, this shift from commie-baiting to masturbating meant abandoning a rightward leaning readership for a leftward leaning one. Clearly the move was meant to boost readership, but it didn’t work. It wasn’t Informer’s fault, though. All the old school tabloids were taking a beating. Even the venerable National Police Gazette, which had begun publishing lifetimes earlier, in 1845, died during the seventies. But Informer had a shorter history, a smaller audience, and a lower budget. In a tabloid sea where old battleships like Gazette and Confidential couldn’t turn quickly when the weather changed, Informer was a mere speedboat. Turn it did, and quite easily. Hugh Hefner’s Playboy had obliterated America's already battered pubic hair barrier in 1971 and Informer followed in its wake. But more explicitness did not bring more readership, as far as we can tell. National Informer and its sister publication National Informer Weekly Reader were dead by 1974.