The Press: Tiny Prodigy

As he thumbed through the Philadelphia Bulletin one afternoon, Walter H. Annenberg, publisher of Philadelphia's morning Inquirer, paused to ponder a full-page ad. That his Inquirer carried no such ad concerned him less than the ad's message: a Philadelphia TV magazine called TV Digest had reached a healthy circulation of 150,000. Annenberg took immediate action. For about $3,000,000 he bought not only Philadelphia's TV Digest but similar magazines in Chicago, Washington and New York, added new editions of his own, and stitched them all together under the name of TV Guide.

Thus, in April 1953, was born the tiniest weekly bargain on...

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