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Notable New     Yorkers
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Andrew HeiskellAndrew Heiskell
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direction of telling the news through people rather than telling the news through issues. Time got somewhat away from that. Anyway, one day I just couldn't contain myself anymore, and I went to Otto Ferbringer[?] who was the editor of the magazine development group, and I said, “Otto, why don't we do a magazine that's just about people? It would be a picture magazine. It would be small in size, Time size. It would be black and white only. Economy of size and economy of printing. It would be about all the interesting people and what they're doing every week”. Well, he thought about it a bit, and talked about it with a lot of various people, and tried to write--and did write a prospectus for it. Immediately, everybody said, “What? There aren't enough people to write about. There's not enough to fill fifty pages every week”. I said, “That's ridiculous”. But, to satisfy everybody we agreed to spend six weeks, each week list all the people we would do stories about. This was 1973, I think. Yes, I think we launched in 1974. Yes, it was 1973.


You mean, to satisfy all the dissenters?


Yes, to satisfy the dissenters, all the people who said, “What? That's ridiculous. You can't fill it”. So, every week we'd prepare a list. At the end of six weeks we found that sure enough there were plenty of people to talk about. Then, we made one dummy to look at and satisfy ourselves, printed dummy. We had made some mock up dummies before that. Then we decided that for the first time we would test. The main reason for testing a magazine was that it hopefully was going to be a newsstand magazine, and hopefully would

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