After Louella Parsons lost a monopoly over publicity department exclusives, she initially struggled as a result of competition from Hedda Hopper and other columnists. But Louella captured two of the biggest scoops of the post-war studio era when she reported a global exclusive on Rita Hayworth's marriage to Prince Aly Khan and then when she verified rumours about Ingrid Bergman's 'out of wedlock' pregnancy. In the 1950s, she kept up with a new massive teenage fan base by covering their stars and adopting their slang. Louella had pioneered celebrity journalism and continued to roll with the punches to remain relevant.

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