OK, but seriously, Reader media critic Mike Miner called to make fun of Fluff , the Sun-Times and me for doing something publishers do all the time: Launch profitable titles that satisfy reader appetites. In addition to developing Fluff, I had spent the previous three years incubating Controversy, a Sunday analysis section in the Sun-Times. The idea was to go high and low for Sunday publications with mass appeal no matter where audience members stood on the continuum. We were successful in this vision, regardless of what a jaded media critic with a fossilized notion of what makes a successful media brand.
