Tabloid journalism is a popular style of largely sensationalist journalism which takes its name from the tabloid newspaper format: a small-sized newspaper also known as half broadsheet. The size became associated with sensationalism, and tabloid journalism replaced the earlier label of yellow journalism and scandal sheets. Not all newspapers associated with tabloid journalism are tabloid size, and not all tabloid-size newspapers engage in tabloid journalism; in particular, since around the year 2000 many broadsheet newspapers converted to the more compact tabloid format. In some cases, celebrities have successfully sued for libel, demonstrating that tabloid stories have defamed them. Publications engaging in tabloid journalism are known as rag newspapers or simply rags. Tabloid journalism has changed over the last decade to more online platforms that seek to target and engage youth consumers with celebrity news and entertainment. Scandal sheets were the precursors to tabloid journalism. Around 1770, scandal sheets appeared in London, and in the United States as early as the 1840s. Reverend Henry Bate Dudley was the editor of one of the earliest scandal sheets, The Morning Post, which specialized in printing malicious society gossip, selling positive mentions in its pages, and collecting suppression fees to keep stories unpublished. Other Georgian era scandal sheets were Theodore Hook's John Bull, Charles Molloy Westmacott's The Age, and Barnard Gregory's The Satirist. William d'Alton Mann, owner of the scandal sheet Town Topics, explained his purpose: "My ambition is to reform the Four Hundred by making them too deeply disgusted with themselves to continue their silly, empty way of life." Many scandal sheets in the U.S. were short-lived attempts at blackmail. One of the most popular in the U.S. was the National Police Gazette. Scandal sheets in the early 20th century were usually 4- or 8-page cheap papers specializing in the lurid and profane, sometimes used to grind political, ideological, or personal axes, sometimes to make money (because "scandal sells"), and sometimes for extortion.