The Beginning of TIME: How Britton Hadden and Henry R. Luce Changed the Magazine Industry In 1923 Henry R. Luce and Briton Hadden released a most original an unique piece of work; Time magazine. Time magazine became and remained completely different from its predecessors and competitors. It changed the way people became informed, and changed the entire magazine industry. Journalists before the 1920's had to deal with the blatant attack on freedom of speech and press led on by president Woodrow Wilson's administration, and it left them too afraid or unwilling to speak their minds. As a result rarely was the news delivered noteworthy, and too many Americans were left generally uniformed. Once the press finally did recover from the suppressive Wilson administration, the economy simultaneously experienced a great advance. With Warren G. Harding, a former journalist, as president now and the oppressive Wilson out of the picture it was an ideal time for the press to experiment (Daly 178-190). Luce and Hadden met each other when they were just young boys attending Hotchkiss boarding school in Connecticut. Though their relationship was incredibly competitive from the very beginning and their conflicting attitudes led them to work together with an effective energy. Neither of them came from much money, but that didn't matter so much as they made friends that had plenty. Endowed with the great ability of drive and dedication. Enthusiastic and confident in their ideas, failure had never been an option for anything they did (Daly 190-192). After Hotchkiss they went to Yale together, then became reporters for Frank Mensey's Baltimore News. It was at this time that they began developing their ideas for Time magazine. They saw that the American people were generally uniformed. The plan for their new magazine would address that by taking pieces of news, gathering background information on it, and publishing it in an easy to read way so that the average busy man could stay well informed (Daly 191). This magazine changed the way every magazine would be written thereafter, and it is worth considering what magazines today might look like if it weren't for the work of Henry R. Luce and Britton Hadden. It was certainly no walk in the park at the beginning. With limited resources, employees, and space, they had to learn to be resourceful and efficient quite fast, but they changed journalism in America. Luce and Hadden recognized what the magazine industry was lacking, and they filled that gap and many others in a style with such finesse that Henry Luce and Briton Hadden would be considered the most influential journalists in American history. The magazine industry certainly had an advantage with the many developments of the roaring twenties, but none made the use of it that Luce and Hadden did. The makeup industry was experiencing a jump thanks to the sultry flapper girl, and electricity led to the inventions of new appliances. As a result most "magazines" as we know them today were marketed towards women. Other magazines that were topic oriented, like those devoted to horseback racing or finance, were often just tables of information. These books of statistics and numbers had none of the comprehensiveness of the magazines we are used to reading today (Daly 188-189). Luce and Hadden had a new vision for the magazine industry; they would feature everything the average busy man needed to know about the world compacted into a neat little 28 pages. They picked from top news around the globe and conducted a little background research on these topics in order to deliver a concise and informative piece. Time magazine was the first to feature various topics and subsections within one magazine, like art, business, or transportation, and in doing so created the ultimate tool for staying informed. At the start, Luce and Hadden got most of their stories from the New York Times or the Tribune (Daly 190). Both Luce and Hadden were Greek scholars, and big fans of Homer. Hadden was a fan of inverted syntax, and the combination of fancy words with their strange order that Hadden used eventually became known as "timespeak" or "timestyle" (Daly 193). Words like "pundit", "kudos" and "tycoon" would be the more popular ones still in use today. They would sometimes combine words as well. Actresses were called "cinemactress[es]", and people who worked on or at Time were called "Timeployees" (Firebaugh 232). Another notable aspect of the magazine's tone was that Luce and Hadden had been strongly opinionated men. This showed in their writing as they clearly published what they favored, and at certain points this would go too far. For example, Luce held a strong loyalty towards Chiang Kai-shek, leader of China's National Movement. He constantly published stories about how Chiang would defeat the rise of communism, and rejected or rewrote stories that said otherwise. Unfortunately Chiang was defeated by communism and America never saw it coming because of the way Luce had glamorized the news about him (Daly 195). Regardless of this mishap Time magazine still became very successful, though not immediately. At the beginning their operation was just a few people; three main writers, an editor, and a few friends from college they asked to help out. Their office was located in Manhattan, housed in a building that operated as a brewery before prohibition. After fifteen years they had "three soundproof rooms that housed nine teletype machines, seven machines that supplied raw material such as press releases, and two machines that sent out their finished magazine." Stories would literally develop in minutes. The employees would take the weekend off and come back to piles of news that had built up over their short time away. They would separate into groups of anywhere from three to fifteen, made up of writers, researchers, and other specialists. 20,000 words would come in by the hour, and stories were revised, picked apart, and discarded. A story could literally have been weeks in the making and would be discarded to make room for something bigger, something better, within minutes. That was the power and drive of Time magazine (The Press: ANNIVERSARY). Both Luce and Hadden developed a certain interest in Time's "business and Finance" section. In the roaring twenties, a time of extravagance and advancement, Hadden viewed the economy with contempt and disdain. He wanted to publish a magazine called Tide, where he would voice his critical opinions of the business society and the advertising industry. Luce was never a fan of this idea, he wanted to promote and examine businesses. After all, many of them were flourishing at this time. Unfortunately, in 1929, Briton Hadden checked into a hospital after complaining about a cough caused by a streptococcus infection and passed away at the ripe age of 31 (The Press: ANNIVERSARY). It was almost the exactly six years to the anniversary of their first issue being released. Henry Luce was, as anyone could imagine, devastated. However Luce was not the type to allow devastation to keep him from pursuing his goals, and he wasted no time getting his new finance magazine into gear (Wilner). He saw the drab ways stocks and other business projections were presented and recognized an untouched market, a demographic he could sell a new magazine to. Fortune was published in 1930. Fortune was released at the beginning of the Great Depression. One would think this timing would be unideal, but at a moment of crisis the American people were in need of a stylish business journal like Fortune. This need for knowledge, coupled with Luce's drive, insured the magazine would be a success. Fortune would do for the business industry what Time did for the news industry; it recreated the formerly tedious way facts were distributed and worded them in a accessible way the busy man could both understand and relate to. To top it off they added their signature flair, their famous Time speech. The magazine was beautifully illustrated, sophisticated. At a time when copies of the Sunday New York Times were selling for a mere five cents per issue, Fortune priced at $1 per issue the first day of its release, and still managed to gain 30,000 subscribers on its first day on the market. This could be partially due to the fact that besides its content, Luce had invested a great deal in making sure the magazine was aesthetically pleasing. It measured an inordinate 11" by 14", and was printed on a high quality cream paper. As for its content, Fortune was devoted to helping people earn money and showing what it took to become a successful business tycoon, much like those often featured on the covers of Time. To achieve this, Fortune mainly featured stories of how companies grew into its success. By following brands like RCA and Coca-Cola, and carefully examining how their companies were built from the ground up, Fortune gave its readers a glimpse into what it really took to be successful. ( Background Information- Fortune Magazine in the 1930s) The last piece of Luce's magazine monopoly was to embark on the newfound market of photography. Photography was not exactly a lucrative field in the years before, but there were substantial improvements to its mobility and beautiful photos were in popular demand. Once Time could finally afford to feature pictures, they realized images in their magazines would distract the reader from its content, and vice versa a wordy article could distract the reader from photos of high artistic value. Luce's solution to this was as anyone could expect; another magazine. So in 1936, Henry Luce created Life (Daly 196). At a time where television wasn't quite popular America relied on Luce for their news and entertainment. With the later addition of Sports Illustrated all of media was now being controlled by Henry Luce, hardly could a conversation be held without his opinion effecting it (Stept). Between Life, Time, and Fortune, Henry Luce had become one of the most influential people in the United States. He dominated the magazine world at this point and his thoughts and opinions were effecting people by the masses. Advocates of Time magazine included Henry Ford, Thomas Edison, Mrs. John D. Rockefeller, Theodore Roosevelt, and Henry Van Dyke. (The Press: ANNIVERSARY) Tracing the beginning of Time magazine shows a well illustrated history of our nation. Time magazine has been here for us, keeping the busy man informed on the go, for decades. From the prohibition period people could see the violators of the volstead act featured on the cover, and gruesome pictures from the infamous St. Valentine's Day Massacre. Henry Luce was always a fan of business tycoons and in 1927 Time magazine would officially start choosing "The Man of the Year". The first ever being Charles Lindbergh, the famous American aviator. Then in 1928 there was Walter Chrysler, founder of the Chrysler corporation, and the American industrialist Owen D. Young in 1929 ( Hughes 29). Time continued to be there for us throughout history, and although technology has done a huge part in keeping the American people generally informed nowadays, we can still rely on Time magazine to put those stories into an informed context for us.

Annotated Bibliography

Book Sources
Daly, Christopher B. Covering America: A Narrative History of a Nation's Journalism. The United States of America: University of Massachusetts Press, 2012. Daly summarizes the major changes that effected America's journalism in the 1920's. He explains how Henry Luce and Brit Hadden met, the type of relationship they had together, and how the beginning of their operation was in 1923. He describes their idea for the new magazine and what exactly the magazine market was missing at the time. Daly describes Hadden's untimely death, and what became of Time magazine afterward.
Hughes, Robert. "1923-1929 Exuberance." TIME 1923-1998, 75 Years: An Anniversary Celebration. New York, NY: Time, 1998 20-30. Print. This book very briefly goes over the top stories TIME magazine has covered between its beginning in 1923, to 1998. It offers the pictures TIME magazine featured, list some people that have made the cover including those elected "The Man of the Year" by TIME magazine. It also mentions some mistake the magazine made over the years, for example covers that made have ben too controversial.
Primary Sources
Wilner, Isaiah. Interview. "Isaiah Wilner, author of 'The Man Who Time Forgot.'" By Brooke Gladstone. In this interview it is revealed by Wilner the type of relationship Hadden and Luce really had. Luce loved and hated Hadden. He admired him, but was always jealous of his success. According to Wilner, Hadden had a much different idea of how FORTUNE magazine would be. Hadden very much disliked the business and advertisement society of the 1920's, and he wanted to publish a magazine titled Tide to criticize it. Apparently Luce had been "very uncomfortable" with the idea, and didn't wait long after Hadden passed away to assume control of TIME and publish FORTUNE, a magazine that Hadden didn't approve of from its beginning.
Stept, Steven.Interview. "Steven Stept, publisher, writer, and director of American Master 'Luce'". American Masters Online. 28 April 2004. Web. 22 November 2013. Stept is the creator of "Luce", a segment of the series "American Masters". He explains how much he learned about Henry Luce, whom he already knew much about. Stept personally read Time magazine all the time and since he would generally skip right to the "People" section, he was exstatic when People became a magazine of its own. Stept describes how influencial Luce was. Television hadn't quite become too popular, so people still realied heavily on magazines to deliver news and entertainment. Between Time, People, fortune and sports illustrated luce was what controlled all media.

Scholarly Sources
Isaacson, Walter. "How to save your newspaper." Time magazine 24 Feb. 2009. New York. Isaacson describes a dilemma in the online world of advertisement and websites. He believes because advertisements are making less and less money the advertisement industry will soon become obsolete. When that happens websites will need another way to make money, and they'll have to start charging for access. He mentions that creator of Time magazine Henry Luce had an opinion on advertisement in magazines, and it was that they didn't make a mag -azine successful. Luce didn't believe in relying on the income of advertisements to survive, he believed that a magazine's main interest should be its readers, not its endorsers.
Firebaugh, Joseph J. American Speech Vol. 15 No. 3 (Oct., 1940) This article focuses on the interesting dialect Time magazine used. It examines how this dialect can be categorized and its origins of refinement pinpointed. He believes the language was majorly refined from 1926-1928, but its present (1940) language was mainly evolved from 1934-1938. Firebaugh points out the main categories of language they used were big words only pretentious people were likely to use, words that had been obsolete in the English language for quite some time, and words that were compounded, grouped, or blended together. Firebaugh also points out that among words to be made popular by Time magazine Tycoon and Pundit were the most popular.
Internet
"The Press: ANNIVERSARY" Time magazine. 28 Feb. 1938. Web. http://content.time.com/time/ subscriber/article/0,33009,931111,00.html. Describes how exactly TIME magazine grew, and evolved to become a well oiled machine of a company. He describes the difficulties they endured when the company was in early development, operating under strange conditions, and how they became a very efficient operation in the end.
"Background Information- Fortune Magazine in the 1930s". Web. http://xroads.virginia.edu/ ~1930s/Print/fortune/background.html. Describes the time when Fortune magazine was released, and how the business magazine market and industry was incomprehensible before Fortune was released. This article also gives detail on how beautifully the magazine was produced and illustrated, and how influential it became on Wall Street.