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Andrew HeiskellAndrew Heiskell
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Session:         Page of 824

seen from the people in the other magazine.

Q:

What did they say about it, when it first came out? The other magazine people.

Heiskell:

--how could Time, Inc. put out such a cheap magazine? Now it's paying their bonuses.

Q:

[laughs]. But in 1937, LIFE was the new kid on the block. Was it looked down upon?

Heiskell:

Oh, of course. It was terrible! You made a cheap picture magazine?' Awful! Also it looked like it was going to wreck the company.

Q:

Financially?

Heiskell:

Yes. Which it nearly did.

Q:

You mean in that initial year when demand was much greater than it had been supposed, and the advertising rates were low.

Heiskell:

And the advertising didn't come in. Even at the low rates.

Q:

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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