World The New York Journal and its chief rival, the New York World, mastered a style of popular journalism that came to be derided as "yellow journalism", so named after Outcault's Yellow Kid comic. Pulitzer's World had pushed the boundaries of mass appeal for newspapers through bold headlines, aggressive news gathering, generous use of cartoons and illustrations, populist politics, progressive crusades, an exuberant public spirit, and dramatic crime and human-interest stories. Hearst's Journal used the same recipe for success, forcing Pulitzer to drop the price of the World from two cents to a penny. Soon the two papers were locked in a fierce, often spiteful competition for readers in which both papers spent large sums of money and saw huge gains in circulation. Within a few months of purchasing the Journal, Hearst hired away Pulitzer's three top editors: Sunday editor Morrill Goddard, who greatly expanded the scope and appeal of the American Sunday newspaper; Solomon Carvalho; and a young Arthur Brisbane, who became managing editor of the Hearst newspaper empire and a well-known columnist. Contrary to popular assumption, they were not lured away by higher pay—rather, each man had grown tired of the office environment that Pulitzer encouraged. While Hearst's many critics attribute the Journals incredible success to cheap sensationalism, Kenneth Whyte noted in The Uncrowned King: The Sensational Rise Of William Randolph Hearst: "Rather than racing to the bottom, he [Hearst] drove the Journal and the penny press upmarket. The Journal was a demanding, sophisticated paper by contemporary standards." Though yellow journalism would be much maligned, Whyte said, "All good yellow journalists ... sought the human in every story and edited without fear of emotion or drama. They wore their feelings on their pages, believing it was an honest and wholesome way to communicate with readers", but, as Whyte pointed out: "This appeal to feelings is not an end in itself... [they believed] our emotions tend to ignite our intellects: a story catering to a reader's feelings is more likely than a dry treatise to stimulate thought." The two papers finally declared a truce in late 1898, after both lost vast amounts of money covering the Spanish–American War. Hearst probably lost several million dollars in his first three years as publisher of the Journal (figures are impossible to verify), but the paper began turning a profit after it ended its fight with the World. Under Hearst, the Journal remained