Battle for the Morning

Today, Good Morning America and Morning fight to be first

Plug in the percolator, scramble the eggs and pour the milk over the granola. These paragraphs must be read in the proper atmosphere, with all the sights, sounds and smells of an American breakfast: toasters popping, bacon sizzling, people bustling to get to work or school on time.

For this is the story of an institution as revered as breakfast, as certain as the sunrise. Since 1952, when the Today show first burbled at an unsuspecting world, millions of Americans have depended on...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!