Metropolitan newspapers started going after department store advertising in the 1890s, and discovered the larger circulation base, the better. This drove Hearst; following Pulitzer's earlier strategy, he kept the "Journal"'s price at one cent (compared to The "World"s two cent price) while doubling the size to 16 pages. Crime news featured big bold headlines, and startling graphic art. The approach worked, and as the "Journal"s circulation jumped to 150,000, Pulitzer had to cut his price to a penny, hoping to drive his young competitor (who was subsidized by his family's fortune) into bankruptcy. In a counterattack, Hearst raided the staff of the "World" in 1896. In the 1880s Pulitzer had annoyed his rivals when he raided their staffs; now it was his turn. Hearst picked off the best journalists, especially those who considered Pulitzer a difficult man to work for.