A broker wanted to build a low-income residential development on land neighboring Moore, a U.Va. professor who opposed the development. The broker's application for rezoning was denied. Consequently, he published paid advertisements in The Cavalier Daily (U.Va.’s newspaper) saying Moore did "not want any black people within his sight." Moore brought a libel action alleging the advertisement injured his reputation in the university community. The Court reversed and remanded a trial court judgment for Moore. The advertisement was not defamatory per se, because the allegation of racism was not made in the context of the professor's employment as a teacher. In addition, the Court held that Moore was not a public figure as a professor or an outspoken resident. He would be entitled to recover compensatory damages upon proof of actual injury, including such elements as damage to his reputation and standing in the community, embarrassment, humiliation, and mental suffering.