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LAST May 31, when our cover L carried the pictures of twelve leading U.S. executives, we predicted that this would cause great difficulty for the growing number of readers who collect the autographs of cover subjects. To get all twelve signatures onto one cover, we thought, through a series of mailings, might even take years. Reader Howard Lawrence of Inglewood, Calif., who with his wife has been collecting TIME autographs since the Jimmy Byrnes man-of-the-year cover in 1947, writes us triumphantly that he now-after many delays-has rounded up all twelve. One of the difficult ones...
...chemical complex, for a price somewhere between $150 million and $300 million. L'Unità's shrill attack on the proposed sale-which is still very much in the negotiating stage-was quickly picked up by left-wingers in Parliament, and it soon seemed to the casual reader that all Italy was threatened with domination by "foreign monopolies and cartels." Ignored in the outburst was the real reason that Montecatini wants to sell: it has overextended itself and badly needs cash...
Telling the Difference. One reason the interloper failed is that the Green Sheet bears a reasonable resemblance to a real newspaper. It hefts like a newspaper-some issues run to 166 pages. It runs news stories and banner headlines. These days, in fact, only the discerning reader can tell the difference between the real thing and most giveaways trying to look like a regular newspaper. Five years ago in California, the Contra Costa Times, a doddering twice-a-weekly with 5,550 paid subscribers, started distributing copies free. Since then, ad revenue has doubled, the pa per has turned profitable...
...that the last thing we need is another struggling little magazine. But for every struggling little magazine there is a struggling young editor well-endowed with grand visions. And when those visions are noble ones they deserve support, despite the overwhelming demands now made on the interested reader's time...
...advertising expert who has also taught marketing at the University of Chicago, Peterson was a vice president of McCann-Erickson by 27, moved to Bell & Howell as executive v.p. in 1958. He originated its series of TV documentaries on such contro versial subjects as integration, and is an omnivorous reader on topics from poli tics to psychology. His chief problems today are to pull together Bell & Howell's extensive recent acquisitions in electronics and business equipment, and to reverse a two-year downtrend in profits. Already, third-quarter earnings are up 20% from last year...