Word: color
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Dates: during 1930-1939
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...Speed & Color...
...past several months I have noticed that TIME'S front-cover pictures have been in color-continuously, week after week. . . . Color pictures seem so much more alive than flat black-&-white subjects...
...remember correctly, your former policy was to print a color picture about every fourth week...
Since your new color-picture policy, I note no lack of "newsworthiness" in your weekly subjects so I should like to ask if a new improved color process has made for speedier use of color plates...
With the Oct. 18 issue, TIME began running weekly four-color covers as an experiment, has since adopted them as a continuing policy. No new color process, but a speeding up of engraving and printing schedules has made this possible. The deadline for color photographs or paintings to reach TIME'S engravers in Chicago is two weeks and four days before publication, which is probably the fastest four-color magazine cover schedule in the world...