Word: larsen
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...Larsen was a gracious, inquisitive and gentle man who accommodated himself to Luce's abrupt and sometimes difficult style. Said Time Inc. Chairman Andrew Heiskell: "Roy fitted himself to Luce's personality and complemented it totally...
...Larsen was an enthusiast, with a superb improvisational talent, what he called "the amateur spirit." He defined it as the "sense of wonder, adventure and fun" that animated TIME from the start. He was endlessly accessible-the unphoniest man I ever met," recalls PEOPLE Magazine Publisher Richard Durrell. He liked and admired those who came to work for TIME; he treated them to an abundance of his intelligent attention and personal warmth. He was also an exceptionally alert recruiter of new talent. Remembers Heiskell: "He was terribly proud of bringing up people, making them into something." Among his discoveries were...
...beginning, one of Larsen's tasks for TIME involved coaxing $5 subscription fees from readers who had taken the first three issues as a no-money-down free trial. "I burned the midnight oil writing letters cajoling them into paying," Larsen remembered. The experience helped him to become a genius of the new genre of direct-mail magazine solicitation...
...TIME'S circulation had climbed to 250,000, and Larsen and Luce were deep in preparation for another magazine, FORTUNE. They decided to proceed with the new venture, an expensive monthly devoted to business, even after the Crash. In a 1929 communiqué, they declared: "We will go ahead and publish, but we shall be realistic. We shall recognize that this slump may last as long as one year...
...magazines were primarily Luce's province, The March of Time belonged to Larsen. In 1928 he produced a series of radio spots distilling news items from the current issue of TIME. The idea developed into The March of Time, an amalgam of journalism and showmanship that lasted until 1951. The program was first broadcast nationwide on CBS radio and then converted to film by Larsen in collaboration with Louis de Rochemont of Fox Movietone News (it won two Oscars in its 16 years...