Session: 1234567891011121314151617         Page 573574575576577578579580581582583584585586587588589590591592593594595596597598599600 of 824

went on. They turned out to be quite right. The magazine did need color. At a later date, we'll talk about another instance where we went through the same experience and proved conclusively that it didn't, that another magazine didn't need color. But if you take your magazine and take it from black and white to four color, and you're talking about two and a half million circulation, you're talking about adding twenty, twenty-five million dollar cost to the annual production cost--not to mention photographic, what have you, cost. So, that was the major thing that I remember afterwards.

Then of course they've developed all sorts of marvelous tricks. The bathing suit issue, which was started as a six-pager fifteen, twenty, years ago by a girl of the name Julie Campbell. It has now become the issue of the year, it seems. Sort of improbable that Sports Illustrated's issue of the year should be the bathing suit issue, but it is! On the newsstand it sells about five times as many copies as the regular issue. Then they take advantage of the Olympics and have special issues. They've been very imaginative in the last ten years in terms of taking advantage of all the different possibilities. Then of course America has become sports wild! Sports and real estate are the two subjects that interest people today.

Anything else to add on Sports Illustrated?

No.

Okay, let's stop for today.