Oz. FEATURE CREATURE WACKY WORLD NEWS The tabloid was the first publication to claim Elvis was alive

TABLOID EDITOR GIVES BIRTH WEEKLY TO 3

November 28, 1993|By Lois K. Solomon | Lois K. Solomon,Cox News Service

Eddie Clontz knows what people like to read about.

1) UFOs.

2) Monsters.

3) Things found in jungles.

4) Biggest things in the world, littlest things in the world (tongues, babies, etc.).

Like the circus sideshows of P. T. Barnum, the 48-page Weekly World News, published from Lantana, Fla., has clearly rediscovered the American fascination with the grotesque, the outrageous and the bizarre.

For 85 cents an issue, available at the grocery checkout line each Monday, readers get a glimpse of the space aliens, live dinosaurs and other miracles that fail to landscape their own dreary lives.

The paper snares potential readers with catchy front-page headlines and outlandish photographs. Although many embarrassed shoppers grab the paper and try to hide it, most of the 700,000 weekly readers are avid fans who wouldn't dare miss out on an Elvis or UFO scoop.

The News is also available in Canada and Great Britain, where it competes with the British tabloids. The News' unabashed editor, Eddie (everybody simply calls him Eddie), says the tab, concentrating not on celebrities but unusual occurrences, is one-of-a-kind stateside.

Sex is a no-no in this newspaper; so are potentially controversial subjects such as abortion and religion.

Drawing attention to the News' owner is also a no-no. The News will not name its owners, and spokesmen say the News is trying to create an identity apart from its corporate parent.

Eddie believes a Weekly World News television show is the first step. The paper has negotiated a deal with CBS executive Brandon Tartikoff for a Weekly World News special, scheduled to air in January.

The 14-year-old News used to be just another tabloid competing for checkout-line space with other celebrity-oriented magazines.

But around 1985, editors decided to create a more outrageous product: a gritty, black-and-white, sock-it-to-'em newspaper obsessed with the world's strange phenome- na and bizarre human interest stories.

The increasingly crazed covers (a space-alien baby, presidential candidates with extraterrestrials) have mesmerized the mainstream press. The tabloid has been the focus of recent columns by the New York Times' Russell Baker and the Chicago Tribune's Mike Royko.

Eddie says it's about time.

The 46-year-old editor, a sandy-haired North Carolina native, married for 21 years and father of a grown son, loves to say, "Brandon's on the phone."

It's a far cry from his anonymous journalistic roots. He edited wire stories for eight years at Florida's St. Petersburg Evening Independent before realizing he was bored with traditional journalism.

"I always loved sensationalism," he says. "I believed in Santa Claus until I was 10."

A bit of that little boy still manages the newsroom, squirting reporters with water guns when they appear to daydream. But a bout with colon cancer in 1988, followed by a year of chemotherapy, forced Eddie to look at life from a new perspective.

"When you come that close to death, you try to have more fun," he says. "I used to be more self-centered. I don't get as upset about things as I used to."

Eddie has calmed his temper, but he still loves being the center of attention. Not one to isolate himself in a plush office, he sits in the middle of a cramped, bustling, 19-person newsroom, bellowing instructions to employees and schmoozing on the phone.

Tucked in the corner of his desk are Colgate mouthwash, ginseng, chromium, calcium and a myriad of other nutritional supplements that he says he takes religiously since beating cancer.

But he still smokes, as does more than half the staff, who vacate the office periodically to puff in the tropical fauna off U.S. 1.

Although his top position requires dealing with the News' owners and other bureaucrats, Eddie relishes the razzle-dazzle of the tabloid biz: photos and headlines. He makes final selections on photographs, which often are sent in by enthusiastic readers. Other photos are created or retouched to illustrate a story.

The tabloid 'god'

Writing headlines is one of Eddie's talents. When a copy editor asked for his help in writing a headline about a groom who married the maid of honor because his fiancee was 22 minutes late for the wedding, the boss offered immediate direction. "Obviously, these people were having an affair before the wedding," Eddie said. "But the twist is the 22 minutes as the excuse."

To the writers and editors, Eddie is worthy of worship as the god of tabloid journalism. They savor his quips and revere his smart-aleck sense of which stories will attract readers.

The writers, who produce at least two stories a day, rely on Eddie's news sense, hundreds of daily newspapers and a network of sources for story ideas. They rarely leave the office, even to investigate out-of-town phenomena like UFOs or dinosaurs.

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