Vic reads the paper; there's an article that mentions "distinguished local luminaries" doing some Christmas shopping.
Although he's not mentioned by name, Vic deduces that he was out Christmas shopping about the same time the article was written. Therefore, he determines he was one of the "distinguished local luminaries".
He spends his time trying to convince Sade and friends on the telephone that he is the focus of the newspaper article.
The title is one I have provided purely for identification purposes.
[The gist of this episode is revealed in the book, Vic and Sade on the Radio: A Cultural History of Paul Rhymer's Daytime Series]