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 celebrity or their projects, or to counteract "bad press" that has recently surfaced about their conduct. While gossip columnists’ "bread and butter" is rumor, innuendo, and allegations of scandalous behavior, there is a fine line between legally acceptable spreading of rumor and the making of defamatory statements, which can provoke a lawsuit. Newspaper and magazine editorial policies normally require gossip columnists to have a source for all of their allegations, to protect the publisher against lawsuits for defamation (libel). In the United States, celebrities or public figures can sue for libel if their private lives are revealed in gossip columns