|Vintage Pulp||Nov 3 2011|
This is a prime example of how tabloid journalism works. The idea is to snare an audience by teasing, mystifying, outraging, or confirming deeply held hopes or suspicions. On this cover of Confidential you get three blurbs that hint at celebrity misbehavior—possibly sexual in Mansfield’s case—but the interesting bit is the top banner in which editors confirm that smoking cigarettes does not cause cancer. With a claimed distribution of four million copies, but a secondhand circulation that may have doubled, tripled or even quadrupled that figure, millions of Confidential readers probably hacked up a bit of grey phlegm before wheezing, “I knew it! Those damn scientists are just fascists trying to take away our liberties!” Well, not so much. But in November 1957, Confidential made an assertive case. It was the wrong case, but whaddaya gonna do? Nobody’s perfect.