The Man Time Forgot

The Book of the Week is “The Man Time Forgot” by Isaiah Wilner, published in 2007.  This ebook tells the history of Time magazine, and contains the biographies of its two original business partners. According to this account, Brit Hadden alone came up with the concept for the magazine, and partnered with Henry Luce to create the publishing company for it.

The concept was to cobble together days-old stories from all the news outlets and retell them in a sassy way, intended to provoke controversy. Hadden believed “Controversy is unrest, and unrest breathes the spirit of progress.” In the mid-1920’s, one could get away with reprinting articles without crediting his sources.

In the nineteen teens, Luce and Hadden had developed a contentious but complementary relationship at the elitist Hotchkiss, a private boarding school in Connecticut, and then continued their teamwork on academic publications at Yale college. There, they competed in a rigorous contest whose prizes consisted of opportunities to work on the school newspaper. They both made the cut.

During WWI, the president of the college allowed academic credit to be given for military courses. In fact, the school became largely a military training ground in the war years. Hadden and Luce availed themselves of training but stayed stateside, although in 1918, President Wilson lowered the age of conscription to 18.

Postwar, consumerism abounded. “As households bought their first automobiles, washing machines and phonographs, companies plastered the streets with billboards.” The public spent its leisure time partaking of magazines, newspapers, books, movies and radio. Sensationalism had become big business.

More and more American residents were able to experience common entertainment. This was advantageous for the ad sales success of Time. When the magazine met its “rate base”– a minimum number of magazines being circulated among the public– it was able to charge more money to its advertisers. Direct mail was a budding advertising outlet for the magazine itself, of which it took full advantage. By the early 1920’s, Time had tens of thousands of readers.

It took several years for Hadden to convince the Post Office to classify Time as a newspaper, affording the national publication faster delivery from its sole office in New York City.

Letters to the editor (some were fictional, concoted by Hadden) was a favorite section of the magazine. The author contends that “Time remained the place to hear the full-throated call of the average American moron, expressing his prejudices with confidence and joy. Subscribers enjoyed reading such letters…”

Sadly, Hadden’s poor health resulted in his untimely death. Until he himself died, Luce was extremely reluctant to concede that Time was Hadden’s idea, and released propaganda making himself and Hadden co-founders. He failed to credit Hadden as the magazine’s true sole creator. Such deception boosted his ego and brought him undeserved honors. Such can be the nature of publishing and public relations.

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