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La Trobe University. National Library of Australia. State Library of NSW. State Library Victoria. Despite an increase in revenue, Henry Luce still had trouble paying suppliers. Roy Edward Larsen was asked to come up with a way of finding more income from advertising in the magazine. Hadden suggested the idea of increasing the price of smaller adverts and offering a discount for buying in bulk. This method not only improved revenue but eventually became the industry standard for selling advertising. Larsen devised several different subscription offers. This included paying the cost of postage.
The company also supplied a self-addressed and stamped postcard in their mailing. Although Time Magazine claimed it provided an objective view of the world, its editor, Hadden, always sided with the underdog. He ran several stories on the lynching of black men in the Deep South. This provoked complaints from readers who held conservative views on politics.
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One reader, Barlow Henderson of South Carolina , accused the magazine of a "flagrant affront to the feelings of our people". His main objection was to the policy of giving black people the respectful title of "Mr. Briton Hadden hired a team of four young women to do research. They searched through newspapers and books in search of revealing details that they would then pass onto the journalists. The women also had the job of checking the facts of the articles before they were published in the magazine.
The researchers were paid half the wages of the journalists on the magazine and Hadden was therefore able to cut the size of the payroll. With the growing success of Time Magazine , the parents of Lila Ross Hotz , agreed that Luce could marry their daughter. The couple married in December Henry Winters Luce assisted at the church service. Afterwards they had a separate Skull and Bones wedding.
Time Magazine targeted the upwardly mobile. It was particularly successful with the younger set of upper-class readers. Hadden wrote that he was not interested in obtaining those readers who read tabloid newspapers. He described them as "gum-chewers, shop girls, taxi drivers, street sheiks, and bummers". Briton Hadden , the editor of the magazine, created a new style of writing.
He was a savage editor who stripped the sentence down, cut extraneous clauses, and used only active verbs. He also removed inconclusive words words like "alleged" and "reportedly". Hadden also liked using the odd obscure word. The author of The Man Time Forgot has pointed out: "By sprinkling the magazine with a few difficult words, Hadden subtly flattered his readers and invited them to play an ongoing game.
Those with large vocabularies could pat themselves on the back, while the rest guffawed at Time's bright boys and looked the word up. The editor of Time Magazine was also interested in creating new words.
For example, while at Hotchkiss School he described boys who had few friends as being "social light". In his magazine he began using the word "socialite" to describe someone who attempted to be prominent in fashionable society. Hadden wanted a new word for opinion makers. As they thought themselves as wise, he called them by the name of his old Yale prankster group: "pundit". Another word brought into general use was "kudos", the Greek word for magical glory. Henry Luce also developed new words. The most famous of these was "tycoon" to describe successful and powerful businessman.
The word was based on "taikun", a Japanese term to describe a general who controlled the country in the name of the emperor. Briton Hadden encouraged his writers to use witty epithets to convey the character and appearance of public figures. Grigory Zinoviev was condemned as the "bomb boy of Bolshevism" and Upton Sinclair was called a "socialist-sophist". Winston Churchill was described as being "ruddy as a round full moon". Benito Mussolini was attacked on a regular basis.
John Martin commented that when public figures came under attack from Hadden, it was like being "undressed in Macy's window". Articles in Time Magazine were very different from those found in other newspapers and journals.
Henry Robinson Luce: 'Lord of the Press' by Daniel Alef
Isaiah Wilner has pointed out: "Having invented a new writing style that made each sentence entertaining and easy to grasp. Hadden and his writers began to toy with the structure of the entire story. Most newspaper writers tried to tell everything in the first one or two paragraphs. By printing the most important facts first, they destroyed the natural narrative of news.
Introducing the Henry R. Luce Papers | New-York Historical Society
Hadden trained his writers to act as if they were novelist. He viewed the whole story, including the headline and caption, as an information package. Henry Luce's secretary, Katherine Abrams, commented: Luce is the smartest man I ever knew, but Hadden had the real editorial genius He was warm and he was human and he had what Luce lacks, an instinct for people. It was Timestyle that made Time popular nationwide, and therefore it was Hadden who made Time a success.
Briton Hadden commented on his relationship with Luce to a friend: "It's like a race. Luce is the best competition I ever had. No matter how hard I run, Luce is always there. Coming from Hadden, I regarded it, and still regard it, as the highest compliment I have ever received. You couldn't love Henry Luce. You admired him but could not love him. Isaiah Wilner has argued: "Luce called Hadden an original and was deeply influenced by his ideas. Throughout their many battles, whether for the editorship of the school paper or for creative control of Time , it was Hadden who won.
Luce, who couldn't stand to lose, had been forced to content himself with second place for more than a decade. He had worked as Hadden's deputy in both prep school and college Luce had continued to live in Hadden's shadow ever since. In March, , Briton Hadden went on a long vacation. He decided that he could save a considerable sum of money by relocating to Cleveland. Luce signed the contract without telling Hadden. When he arrived home from holiday Hadden had a terrible row with Luce. According to Hadden's friends, Luce's action struck a severe blow to their partnership. Time Magazine moved to Cleveland in August, The advertising staff remained behind in New York City.
Most of the journalists, researchers and office staff refused to relocate. This was partly because Luce refused to pay for their moving expenses. Instead, he sacked the entire staff but offered to reappoint them if they applied for jobs in Cleveland. Martyn was furious about the way he was treated and refused to move. Luce rented a house near Shaker Heights.