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you know, the north Berkeley bunch. There are still some friendly
giants at large on the Cal campus today.

I promise you, the other papers wouldn't have fought against
the loyalty oath. As a matter of fact the other papers were
probably in favor of imposing a loyalty oath. The Academic Senate
fought a good fight--and I am not questioning their courage, because
I am sure they would have battled alone without newspaper support.
Our friends at Cal were wonderful in standing up and winning their
battle. They had to put an end to it. This was all during the
McCarthy period, and geez, it was awful.

But the stupid old Chronicle also fought hard. Of course,
after the fight was over, my good old buddies in the Berkeley
outback were back at the canape tray, as I say, sipping their
Cabernet or whatever it is and figuring out what's right and wrong
about the world. And they're saying the Chronicle is a rag. I've
gone through that all my life. It doesn't bother me, it's just kind
of funny. We're swell when we're on their side, you know, and not
calling them names.

Newspaper Promotions

Riess: The New York Sun, which was called the first newspaper designed for
the common man, invented a hoax in order to sell papers way back in
1833. So that kind of promotional effort has a long tradition?

Newhall: Oh, newspaper promotions have been going on longer than that .
"Hoax" is a horrible word to use, with me anyway.

Fairy t ale is better . Or fantasy. When did Stanley go get
Livingstone? I don't even remember. That was a newspaper scenario .
When was the Spanish-American War? That was a Hearst promotion .
You know, literally. He needed to sell papers .

You remember I held forth here rather pompously on the subject
of fairy tales and legends and myths. If you will look at all these
hoopla journalistic carnivals , they're all old, old Victorian or
even 18th century fairy tales , either finding hidden treasure ,
getting a reward, or adventure in darkest Africa . That's what the
people love . The princess marries the page boy .

Riess : Let's go to the promotions. What was your thinking as you cooked
them up?

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