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It doesn't vitiate your argument, that they could have done more of the same.

Of course. No, in fact it really strengthens my argument, that we should have played on the strengths of the paper.

And so this is a basic difference of view, and it's illustrated very succinctly by the difference between our old slogan; many years ago - I would guess in the early sixties, it's as long ago as that, I can't remember when, but let's say fifteen years ago, we had a slogan that everybody has forgotten now because it hasn't been on the subway, the buses, for many years.

We advertised the Times all over town, and I'm quoting now, “Strictly a newspaper,” with an underline under the first syllable of the last word, so it read “Strictly a newspaper.” And that I always thought - I was very proud of that slogan, when I used to see it on buses and subways in town. I think this would have been in the early sixties probably.

Nobody remembers that slogan any more. I've mentioned this a few times, and people say to me, “Gee, did we ever have a slogan like that?”

The whole difference in the attitude and the focus of the Times I think is illustrated by the fact that “Strictly a newspaper” has long since been discarded, and we are now flying under our slogan, “It's something more than the news.” It's more than the news, with an underline under more.