Gossip columnist 1930s through the 1950s, the two best-known - and competing - Hollywood gossip columnists were Hedda Hopper and Louella Parsons. Well-timed leaks about a star's purported romantic adventures helped the studios to create and sustain the public's interest in the studios' star actors. As well, the movie studios' publicity agents acted as unnamed "well-informed inside sources" who provided misinformation and rumors to counteract whispers about celebrity secrets — such as homosexuality or an out-of-wedlock child — that could have severely damaged not only the reputation of the movie star in question, but the movie star's box office viability. Having fallen
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