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Well, that was a very unusual story. I suppose in
some ways somewhat parallel to Life, but I hope it lives longer.
After the magazine development group had sort of flopped around for a
year or two and the only thing that had come out of it was Money,
which wasn't at that point exactly a howling success, I brought up an
idea that I had been mulling over I guess for quite a while, and
which I thought might in some minor way have a success that Life had
at its hey day. And I went to Otto Feverbringer and said, “Otto, why
don't we do a magazine called People?” Essentially, instead of
starting with the news of last week, start with the people of last
week, of one kind or the other, and see whether we couldn't make a
magazine that would really tell you quite a lot about what's going
on, but in a light hearted nearly gossipy way. Pictures that
wouldn't be the size of Life because you know that the size of Life
was one of the things that bankrupted it. It'd be a regular size.
It would be black and white only because there are very few
occasions when you need to photograph people in full color. There
are subjects that have to be photographed in color. If you want to
do fashions, you want to full color, or if you want to do an art
magazine you have to do full color but with people only you don't.
This would have great advantage in terms of economy in printing,
plate making, all of that because it's black and white. And the
advertisers would supply the color. If it was successful, it
wouldn't look black and white because there would be enough pages
with the color. Well, he seemed to think that had some merit.
What gave you the idea?
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