A Bid for the Enquirer

When one newspaper in a city buys another, it is usually the big paper that takes over the smaller competitor. In Cincinnati last week, the roles were reversed. The smaller afternoon Times-Star (circ. 152,040) was ready to buy the first-place Enquirer, Cincinnati's biggest newspaper, (circ. 185,352 daily, 273,804 Sunday). The Times-Star and Scripps-Howard's Cincinnati Post (circ. 153,283) are neck & neck rivals for second place behind the Enquirer.

The 110-year-old Enquirer, Cincinnati's only morning and Sunday paper, has been on the market for more than three years (TIME, May 3, 1948). Since the death of Owner John R. McLean,* the Enquirer, famed for its slogan "Solid Cincinnati Reads the Cincinnati Enquirer" has been held in trust for his heirs by Washington's American Security & Trust Co. The bank wanted to sell the paper; it thinks the newspaper market is at its peak. Last week, Times-Star Publisher Hulbert Taft, 74-year-old cousin of Senator Robert A. Taft, indicated that the bank probably would accept his bid for the Enquirer (rumored price: $7,500,000). Said Taft: "It seems clear that the people of Cincinnati would prefer to have the Enquirer purchased by Cincinnatians rather than by some outside interests." The deal has to be approved by the Washington court that has jurisdiction over the estate.

Years ago, the solidly Democratic Enquirer and the unshakeably Republican Times-Star glared at each other. But now they read like editorial sisters. The Enquirer threw over the Democrats to back Landon in 1936, and has supported the Times-Star's part-owner (5%) Bob Taft in both of his senatorial campaigns. Bob Taft's 29-year-old son, Lloyd, is Cousin Hulbert's understudy at the Times-Star.

If the deal goes through, the Enquirer's 800 employees will move into the Times-Star's modern, 15-story tower and use the same composing room and presses. Nevertheless, Hulbert Taft promised that the venerable Enquirer will retain its identity and also the same management, staff and makeup, including its quaint, archaic headlines. Sample:

MASQUERADE !

HEALTH PLAN TAG

OF AMA MAN IN QUITS

ON TRUMAN PROJECT

COMPULSION ALSO DERIDED

BY NEW CHAIRMAN AS

JUST NOT AMERICAN

*Also onetime owner of the Washington Post and father-in-law of the late Evalyn Walsh McLean.

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