The New York "Journal" and its chief rival, the "New York World," mastered a style of popular journalism that came to be derided as "yellow journalism", after Outcault's Yellow Kid comic. Pulitzer's "World" had pushed the boundaries of mass appeal for newspapers through bold headlines, aggressive news gathering, generous use of cartoons and illustrations, populist politics, progressive crusades, an exuberant public spirit, and dramatic crime and human-interest stories. Hearst's "Journal" used the same recipe for success, forcing Pulitzer to drop the price of the "World" from two cents to a penny. Soon the two papers were locked in a fierce, often spiteful competition for readers in which both papers spent large sums of money and saw huge gains in circulation.