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to make maximum efforts. Then TIME would surge ahead. That's been
going on for twenty-five years--it's still going on right now.
Newsweek for ten years was boasting about the fact that it carried
more pages. Why carrying more pages is important has always eluded
me, but anyway, that's something you brag about. In the last year
TIME got ahead of Newsweek pages, so TIME made a big noise about the
fact that it was ahead on pages. In fact, neither TIME nor Newsweek
were doing particularly well the last year. But that's in private.
In public, you promote whatever you have.
But do you think some of the business decisions that were made on
TIME were affected by what had been learned at LIFE? In terms of
increasing circulation or not increasing circulation, for example.
I don't think so. [laughs] I don't think there was that
much of a parallel. I think the increases would usually take
place--when you make sizable increases--when you feel pretty
confident about your editorial product, when your renewal figures
were looking pretty good, and when the test on direct mail was
looking good. Then you'd take a chance on either jumping the
circulation or jumping the price, and occasionally, jumping both.
But, you know, it's just a call! There's no way of knowing that
you're right or not, nor is there any way of knowing how the
competition will respond. Or for that matter what the competition
is. In those days the competition for TIME, below it was Newsweek
and above it was television. The competition varies all the time.
Whereas everybody said television would go on up and up and up, in
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