(Glastonbury, Somerset) – With the announcement that the legendary group will headline Saturday night’s Glastonbury Festival came another milestone: the West Country Gazette today published the one millionth headline allusion to the Rolling Stones’ 1965 single “The Last Time” in reference to that veteran band’s possible cessation of trade.
“We were going to go with ‘Oo Oo Oo Oo Oo Oo Oo—Lord, We’ll Miss You’,” said elated Gazette deputy editor Jason Barnes on being told about the landmark, “when [headline writer] Brad [Doherty] came up with ‘This Could Be the Last Time’ and we’re like, ‘Dude, Genius!’ It’s as if it were tailor-made for exactly this situation.”
The Stones’ first British single written by Mick Jagger and Keith Richards was first utilised to title an article in the September 1967 issue of US teen mag Tiger Beat, when the drug travails/persecution of individual members had effectively kept the band from public performance for over a year. While the Stones would resume touring in 1969, by 1974 every newspaper and magazine in the United States and United Kingdom had used a version of the headline at least once, with most music, youth and entertainment trade magazines deploying it an average of three times a month whenever a new tour was announced.
But could this really be the last time the song title is used as a headline for an article touting the Rolling Stones demise? A spokesman for Rupert Murdoch’s News Corp. refused to rule out the possibility, saying only it was, “Maybe the last time,” before hastily adding, “I don’t know.”
“Time Is On My Side” [550,000 headlines] , It’s All Over Now [325,000 headlines], “Time Waits For No-One” [185,000 headlines] and “Tell Me (You’re Coming Back To Me)” [99,000 headlines] round out the top five Stones’ break-up/retirement story song-related headlines with “Under-Assistant West Coast Promotion Man” [76,000 headlines] bubbling under at number six.