Who Says A Supermarket Tabloid Can’t Get Respect?

The infamous supermarket tabloid brand, The National Enquirer, is being considered for a Pulitzer Prize. Their prize-worthy coverage is the result of mounting the first and most diligent journalistic pursuit of allegations that John Edwards was having an extramarital affair and fathered an out of wedlock child.

The Enquirer’s tip line promises, “We’ll Pay Big for Your Celebrity Gossip.” And in September 2007, the first tip came in that Rielle Hunter was involved with then presidential candidate Edwards.

Normally, the tabloid wouldn’t have bothered with a political story, but when executive editor, Barry Levine googled Edwards, and discovered that his and Elizabeth’s marriage was among the most respected of all the candidates, he realized that such a story could destroy his image and fulfill the tabloid’s mission: “It still shows the reader that wealthy people, rich people, people who they may admire – when you take away the money, have the same types of problems that they have in real life.”

Competition at the tabloid level has dramatically increased as traditional newspapers and online sites like TMZ commit greater resources than ever to ensnaring celebrities in compromising situations.

The Enquirer won the Edwards race – assigning multiple reporters, spending thousands of dollars, paying informants, setting up elaborate stake-outs, and running pieces based on anonymous tips. Referred to as ping-pong journalism, serving up a tasty tidbit and seeing who bites, the relentless pursuit eventually paid off, despite Edwards attempted dismissal of the reporting as "tabloid trash."

“I think we’re the barbarians at the gate,” says Levine, referring to mainstream papers. “We represent a lot of what they look down on, but at the same time, we beat them at their own game.” Levine is contemplating setting up a Washington bureau to scour the political beat for pay dirt. “The next time the mainstream media’s not going to wait as long as they did,” continues Levine.“It’ll be reported in a much more aggressive manner. I don’t think there will ever be another chance to have a story to ourselves."

Whether or not The Enquirer wins a Pulitzer, its brand will never be the same. The reigning supermarket tabloid precipitated the demise of a presidential candidate, and has finally achieved some respect.