Newspapers: The Shout & the Whisper

When Steve and Norman Rosenblatt bought Salt Lake City's suburban weekly Holladay Neighbor for $15,000 last year, the sum of their newspaper experience was Norman's three years on the Yale Daily News. Friends argued that their purchase was questionable for other reasons. Not only were they leaving good paying jobs with a prosperous mining-and construction-equipment business, but they were buying a paper that was losing money and readers as a result of its steady diet of back-fence gossip and trivia.

The Brothers Rosenblatt—Steve, 30, and Norman, 33—were unconvinced. They had read in TIME. (Nov. 22, 1963) that giveaway weeklies...

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