Hedda Hopper Hedda Hopper Hedda Hopper (born Elda Furry; May 2, 1885February 1, 1966) was an American actress and gossip columnist, notorious for feuding with her arch-rival Louella Parsons. She had been a moderately successful actress of stage and screen for years before being offered the chance to write the column "Hedda Hopper's Hollywood" for the "Los Angeles Times" in 1938. At the height of her power in the 1940s she commanded a 35 million strong readership. She was well known for her political conservatism, and during the McCarthy era she named suspected communists. Hopper continued to write gossip until the end,
Gossip columnist into ill-repute after the heyday of Hopper and Parsons, gossip columnists saw a comeback in the 1980s. Today, many mainstream magazines such as "Time" which would once have considered the idea of hiring gossip columnists to pen articles to have been beneath their stature, have sections titled "People" or "Entertainment". These mainstream gossip columns provide a light, chatty glimpse into the private lives and misadventures of the rich and famous. At the other end of the journalism spectrum, there are entire publications that deal primarily in gossip, rumor, and innuendo about celebrities, such as the 'red-top' tabloids in the UK