Word: reader
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...TIME'S founders believed that ideas should actually leap off the page into the reader's mind, and the editors continue to live by that notion. TIME'S advertisers, too, have tried to tell their stories with verve and vibrancy. But we wondered what might happen if an advertising agency could feel free to talk about anything it chose-to turn its creative energy loose on any topic except a product...
Speeding Insurance. One simple explanation for the outbreak of red, white and blue is that free stickers have been made available in quantity. In February, 18,441,368 copies of Reader's Digest included the little paste-on models. They were so popular that the Digest has since distributed 50 million more, with bulk orders from General Motors, the Department of Defense, Gulf Oil and Chemical Bank & Trust Co. of New York. They, in turn, have handed them out free. The stridently patriotic New York Daily News has-sold half' a million. The Benevolent and Protective Order...
Missed Drama. For the zealous reader interested in a genuine perspective, Jacob Burckhardt's masterpiece, The Civilization of the Renaissance in Italy, published a century ago, is still unmatched for breadth and depth. Prescott's anecdotal effort does not bear comparison with it. Playing Leonard Lyons to the age, Prescott not only misses the central drama but often seems to substitute bizarre performance for more illuminating characterization. Perhaps it is simply that there are too many characters: in a book that revolves around famous families, there are no fewer than 29 d'Estes, 23 Sforzas, 23 Gonzagas...
...pains not to take explicit sides. Clearly Talese does not care for Daniel. Yet the book's main characters, Reston and Daniel, are not hero and villain but nearly equal protagonists. Daniel is shown as a careerist who cultivates worldly graces and helpful grandees. Against that, the reader can balance Reston's less blatant but equally tenacious ambition, and his curious notion that what is good for Reston and the Times is good for the U.S. as well. This peculiar confusion of allegiances, Talese suggests, led Reston, "on grounds of national security," to help doctor a report...
Valley was a pharmacological and gynecological nightmare. Reader interest, soaring along on a series of drug ingestions, couplings and nervous breakdowns, finally hit an apogee with breast cancer. Love Machine lacks Valley's primitive vigor but equals its obsession with pathology: leukemia, gall-bladder trouble, heart disease, neurasthenia and nymphomania play important roles. One man is terrified of losing his genitalia; another surrenders them gladly in order to become a woman. The central character, a power-mad television executive with a superhuman capacity for vodka and coitus, is mysteriously incapable of love and marriage. The explanation is only...