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 romantic relationships, affairs, and purported personal problems. Gossip columnists have a reciprocal relationship with the celebrities whose private lives are splashed about in the gossip column's pages. While gossip columnists sometimes engage in (borderline) defamatory conduct, spreading innuendo about alleged immoral or illegal conduct that can injure celebrities' reputations, they also are an important part of the "Star System" publicity machine that turns movie actors and musicians into celebrities and superstars that are the objects of the public's obsessive attention and interest. The publicity agents of celebrities often provide or "leak" information or rumors to gossip columnists to publicize the