From the beginning, the paper featured a gossip column by Walter Winchell and when he quit in 1929, Louis Sobol. In 1931, Ed Sullivan, who had authored a sports column entitled "Sport Whirl",  debuted his column, Ed Sullivan Sees Broadway.
Initially, the publication included a sensationalist column by Walter Winchell, which ended in 1929, and was replaced by Louis Sobol's scandalous section. Two years later, Ed Sullivan debuted his own sports column, initially titled "Sport Whirl", before rebranding it as "Ed Sullivan Sees Broadway".