Word: tli
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Dates: during 1940-1949
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Times are still difficult in the Far East and Pacific areas and TLI is accustomed to receiving curt communications like the one from longtime Subscriber C. L. Davar, of Pach-marhi, Central India, which began: "Re: change of address due to Punjab massacre . . ." For many of our subscribers in China, a change of address is now out of the question and communications like the following have been coming to us: "Unfortunately, the Communists are approaching my native city (Wuchang), and an iron curtain will soon be tightly drawn between us and the West. American publications, especially, will be prohibited...
Tage Bolander, Paris manager for TIME-LIFE International, publishers of our overseas editions, turned up in New York City a fortnight ago with an encouraging report of the state of TLI's operations in Western Europe. Said he, in part...
...year has made a big difference to TIME Inc.'s European publishing operation and, although there are many factors involved in it like Marshall Plan aid, the fact is that European governments themselves are now convinced that we are in the international publishing business to stay, and that TLI is not just another temporary postwar project. Furthermore, they want the American story and, despite their shortage of foreign exchange, are doing their best to make it available to their citizens via TIME, LIFE, and other American publications. Apparently, our readers feel the same way about us because our circulation...
Swedish-born Tage Bolander, who spends much of his time traveling about Europe on TLI business, is concerned, of course, with TIME's Atlantic edition, printed in Paris for Europe, the Middle East and Africa. As you may recall from my February 28th Letter, Atlantic is one of TIME's four International editions whose 260,000 weekly copies go to a million readers in 180 countries and possessions overseas. Each carries advertising directed to its particular markets...
Because news is a perishable commodity, TLI takes pride in the knowledge that most of these 260,000 copies of TIME were being read while U.S. citizens were reading the same issue. The story behind this accomplishment might very well begin with an Indian Maharaja who, in 1941, was paying $585.60 a year airmail charges to have TIME flown to him. At that time only 26,000 copies of TIME were going (by surface mail) to the world outside continental North America. There were many requests for faster delivery overseas, but the best air-delivered price we could...