The "Bulletin"s biggest problem, however, may have been the morning "Philadelphia Inquirer". "The Inquirer" was on the verge of extinction until Eugene L. Roberts Jr. became executive editor in 1972 and William Boyd Dickinson retired as executive editor of "The Bulletin" in 1973. Under Roberts, "The Inquirer" won six consecutive Pulitzer Prizes and gained national reputation for quality journalism. "The Inquirer" grabbed the circulation lead in 1980. By 1982, "The Inquirer" was receiving 60 percent of the city’s newspaper advertising revenue, compared to "The Bulletin"'s 24-percent share. "The Bulletin" launched a morning edition in 1978, but by then the momentum had shifted decisively.