The term came from the American Gilded Age of the 1890s when new technology made newspapers cheaper. Two newspaper owners in New York fought to get more readers and sell more newspapers than the other. These were Joseph Pulitzer with the "New York World" and William Randolph Hearst with the "New York Journal". The most important part of this fight was from 1895 to about 1898. When people talk about "yellow journalism" in history, they are often talking about these years.