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Andrew HeiskellAndrew Heiskell
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magazine; one of many errors that we committed in launching Money. Just as we committed a lot of errors in launching Sports Illustrated. The others fell by the wayside but we persevered with Money trying to get a coherent image of the magazine. And the most important thing about a magazine is that the reader should know instantly what it's about; should see a frame work to a magazine. It literally is just like a frame that is recognizable but the picture inside should be a surprise in each issue. That's sort of a basic rule of magazine editing. I forget who the first editor was, I think it was Bill--it'll come to me. It struggled and lost money year after year. Strangely enough-


You mean before Rukeyser-

Andrew Heiskell:

No, it was Bill Rukeyser, Bill Rukeyser, yeah. Strangely enough, the most effective promotion for Money were radio spots and T.V. spots that he did not really as advertising spots but because certain programs wanted financial expertise and they would use the managing editor of Money to speak about the current situation with money. And those were very effective and broadened the potential readership of the magazine and it started to do better. But then it really came around into the black when Marshall Loeb took over. And Marshall Loeb is what you might call an editor packager. He doesn't pay very much attention to the fine word or the literal editing process but he has an extraordinary sense of how to put together a magazine, and to package it in such a way that the reader grabs on to it because it has been presented so clearly in terms of

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