Word: birkner
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Subways. While many articles are rented for the purpose of borrowing status (a mink stole, from Manhattan's Consolidated Laundries for $35 a night; a Rolls-Royce, from Buckingham Livery for $9 an hour) or showing off (an elephant, from Fred Birkner for $500 a day), most users rent things that they can afford but require only for a short time. Thus it makes sense for the home gardener to rent the electric hedge trimmers that he needs only three times a year ($1.50 for a few hours), or for the host to rent five dozen highball glasses...
...need for a newsmagazine such as TIME which can be read from cover to cover in not more than two hours time. I congratulate you on your purpose to limit the number of your pages, and I do so both as a reader and as an advertiser. HUGO E. BIRKNER The Davey Tree Expert Co. Kent, Ohio Sirs: The adoption of a limitation policy regarding advertising for TIME seems to me to be holding out for that which is negative and which TIME is not. The most readable magazine in the world must go on expanding, become more positive. More...