Word: prospectuses
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National Guardian's prospectus was vague, but a tabloid preview edition printed last month (as the National Gazette) by Publisher J. W. Gitt of the York (Pa.) Gazette & Daily gave the general idea. Smartly made up (Gitt regularly wins typographical awards for his own paper), it gave six columns to Henry Wallace's politicking, and brushed off the Battle of Berlin as something "fought mainly by the newspapers whose reports scared the daylights out of some Americans." (Gitt has since withdrawn as a sponsor.) It looked as if the Guardian's complexion would be somewhere between pink...
...Forbes is counting heavily on its snob appeal-it is designed to look impressive on boardroom tables-but figures that many a businessman will want to buy it as a gift (with his name as donor on the inside cover) for his local library. "Heavy antique stock," the prospectus brags, "will give the magazine its fine library appeal guaranteed to keep its timbre and color for a century." In four years, Malcolm hopes to get 100,000 circulation, and cut his price to a mere $100 a year...
...unwritten and unwritable definition of news is more inclusive than some. In the U.S. newspapers of 1923, religious news, for instance, consisted mainly of short quotations from the sermons of the worthier divines, drowned out by the noisier fulminations of their more sensational competitors. Said TIME'S prospectus...
...height about 1938-39, before the Hitler-Stalin pact, before the sharp cleavage of war reminded the Western world that the famed "two sides of a question" are not always, or even often, equal. In the confusion of the late '303, TIME departed from the principle of its prospectus, and announced that it was practicing "objective" and "scientific" journalism. It wasn't. It never will. Nor will anybody else...
TIME'S prospectus promised that "no article would be written to prove any special case." It tries hard to keep that promise, while standing on another statement in the prospectus...