Previous | Next
601602603604605606607608609610611612613614615616617618619620621622623624625626627628629630631632633634635636637638639640641642643644645 of 824
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.
You mean before Rukeyser-
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
© 2006 Columbia University
Libraries | Oral History
Research Office | Rights and
Permissions | Help