Word: reader
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Your American-born-Britisher, friend, regular reader and wellwisher...
...revealed by no other sign than the number of editorials appearing on the subjects of Commencement, A Life's Work, Farrewell, Alma Mater, and other of a like nature, it is well heralded to end the school year in every college paper which tell the reader that the end is near...
...would ill become TIME to designate any other magazine "particularly stupid . . . guaranteed to produce sleep." But perhaps TIME-readers know of some such magazine. If so, let them advise sleepless Reader Ring, c/o Taft Hotel, New Haven. Conn...
...hardly sufficient reason. Life-expectation tables can have little bearing on the rate, as such subscriptions would be relatively few; nor has the life subscriber an assurance that TIME will not change its policy, cease publication, merge with another. There remains also the advertiser, whose best assurance of sustained reader-interest is the addition or renewal of annual (or possibly biennial or triennal) subscriptions...
...TIME subscriber who believes either that TIME will change its policy (for the worse) or cease publication, or merge with another magazine, will consider a life subscription. The advertiser will have plenty of assurance of sustained reader-interest in the renewal action of hundreds of thousands of non-life subscribers...