California newspaperman William Randolph Hearst set up offices in New York after buying the failing "New York Morning Journal", which he renamed the "New York Journal". He bought a color press and hired away the "World"s Sunday supplement staff, including Outcault, at greatly increased salaries. Hearst's color humor supplement was named "The American Humorist" and advertised as "eight pages of polychromatic effulgence that make the rainbow look like a lead pipe". It debuted on October 18, 1896, and an advertisement in the "Journal" the day before boasted: "The Yellow Kid—Tomorrow, Tomorrow!" The strip was titled "McFadden's Row of Flats", as the "World" claimed the "Hogan's Alley" title. A week earlier, on October 11, Outcault's replacement at the "World" George Luks took over with his own version of "Hogan's Alley"; he had handled the strip earlier, the first time that May 31. Both papers advertised themselves with posters featuring the Yellow Kid, and soon the association with their sensational style of journalism led to the coining of the term "yellow journalism".