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seen from the people in the other magazine.
What did they say about it, when it first came out? The other
--how could Time, Inc. put out such a cheap
magazine? Now it's paying their bonuses.
[laughs]. But in 1937, LIFE was the new kid on the block. Was
it looked down upon?
Oh, of course. It was terrible! You made a cheap picture
magazine?' Awful! Also it looked like it was going to wreck the
Yes. Which it nearly did.
You mean in that initial year when demand was much greater than
it had been supposed, and the advertising rates were low.
And the advertising didn't come in. Even at the low
But other than that problem, was there a sense of insecurity,
when you joined, that this magazine might not be around for a while
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