The National Enquirer’s Fervor for TrumpThe tabloid is defined by its predatory spirit. Why has it embraced the President with such sycophantic zeal?By Jeffrey ToobinThe Publishing World
July 3, 2017 IssueEvery Wednesday afternoon, in a windowless conference room in an office building at the tip of lower Manhattan, David Pecker decides what will be on the cover of the following week’s National Enquirer. Pecker is the longtime chief executive of American Media, Inc., which owns most of the nation’s supermarket tabloids and gossip magazines, including the Star, the Globe, the Examiner, and OK!, as well as the flagship Enquirer. Pecker’s tabloids have few subscribers and minimal advertising. Virtually all their revenue comes from impulse purchases at the checkout counter. A successful Enquirer cover can drive sales fifteen per cent above the weekly average of three hundred and twenty-five thousand copies, and a lemon can hurt sales just as badly, so the choice of cover headlines and photographs represents a nearly existential challenge every week.
Pecker started in the media business as an accountant, and he has attempted to impose a numbers-based rigor on the raucous world of tabloids. In the past decade, he has devised a proprietary database of the covers of all celebrity magazines, including those of his competitors. The “cover explorer,” as it’s known internally, tells A.M.I. executives how each cover sold in comparison with the magazine’s four- and thirteen-week averages. The explorer is indexed by celebrities and, uniquely, by words in the headlines. Pecker knows with some precision which stars sell (Kelly Ripa, Jennifer Aniston, Brad and Angelina, and, for the older generation, Dolly Parton and the Kennedys), and which phrases draw readers (headlines with the words “sad last days” and “six months to live”).
To open a recent meeting, Pecker, who was calling in on speakerphone from Dallas, asked Dylan Howard, A.M.I.’s chief content officer, to review the competition’s covers from the previous week. Howard, an ebullient Australian, is thirty-five, and something of a tabloid prodigy. He made his name with a three-year quest to prove that the actor Charlie Sheen had contracted H.I.V. (which Sheen ultimately acknowledged), and now supervises celebrity coverage for Pecker’s empire. Shuffling through a stack of magazines in front of him, Howard pulled out Life & Style, which is owned by Bauer, a German conglomerate. The issue featured Jennifer Lopez on the cover, with a headline claiming that she was expecting a child with her boyfriend, Alex Rodriguez. “Her ‘miracle’ baby at 47!” the cover announced. Howard dismissed the story. “She’s forty-seven,” he said. “Of course she’s not pregnant.” But there was another reason for Howard’s disdain. “J. Lo doesn’t sell,” he said.
For the forthcoming issue of the Enquirer, Howard presented a mockup of a cover on Megyn Kelly, who would be making her début as an NBC News correspondent the week that the issue went on sale. The headline read “What she’s hiding!,” which Pecker praised because the phrase had worked well on another coverline, “What Hillary’s Hiding!,” during the Presidential campaign. Bullet points under the Kelly headline promised revelations about plastic surgery and a “criminal past.”
Pecker believes in constant market research, so the Enquirer conducts a rolling telephone poll in which it tests cover-story ideas, summarized in a sentence or two, on readers. Howard felt optimistic about the Kelly cover, because seventy-three per cent of respondents said that they would be interested in the story. “She got over seventy per cent, even without the benefit of seeing the cover image,” Howard said, referring to a high-school-yearbook photograph of Kelly with an eighties-style perm, which he felt would attract buyers.
For the “skyboxes,” the block headlines above the cover logo, Howard proposed an unflattering recent photograph of the actress Eva Longoria, which had tested at sixty-eight per cent, under the headline “Packs on 40 pounds!” Howard explained, “We did ask the rep if she’s pregnant. Unfortunately for her, that just seems to be a burrito belly.” A photo in the other skybox was of Pamela Anderson, also in an unbecoming shot, who was, according to the headline, “Destroyed by Plastic Surgery!”
Pecker called on Cameron Stracher, the Enquirer’s lawyer, to see if he anticipated any legal problems with the Kelly story. “We know she got the ‘comment call,’ ” Stracher said. At the Enquirer, these offers for comment on critical articles are routinely made to subjects and just as often declined. “It’s factually accurate,” Stracher continued. “She did have this surgery, she does have a criminal past, and the other stuff is opinion, really.” (In a recent memoir, Kelly acknowledged shoplifting, once, when she was twelve. So she was not “hiding” much at all.)
As the meeting wound down, the discussion turned to the following week’s issue. Someone suggested a story about a video from Donald and Melania Trump’s first overseas trip. The video, which had just gone viral, showed the couple walking down a red carpet on the airport tarmac in Israel. When Donald reached for Melania’s hand, she slapped it away with a sharp flick of her wrist.
“I didn’t see that,” Pecker said, on the speakerphone.
The half-dozen or so men in the room exchanged looks. One then noted that the footage of Melania’s slap had received a good deal of attention.
“I didn’t see that,” Pecker repeated, and the subject was dropped.
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http://www.newyorker.com/magazine/2017/07/03/the-national-enquirers-fervor-for-trump
