WEBVTT 1 00:00:43.880 --> 00:00:48.060 Nothing seems changed, yet all is changing. 2 00:00:49.240 --> 00:00:55.320 Life passes so swiftly, it seems impossible to grasp, to hold each cherished moment. 3 00:00:56.320 --> 00:00:57.460 What do you seek? 4 00:00:58.140 --> 00:01:01.040 The soaring exhilaration of a flight in space. 5 00:01:01.840 --> 00:01:04.900 I can give you this, and I can give more. 6 00:01:06.160 --> 00:01:08.700 The delicious thrill between diving board and water. 7 00:01:09.580 --> 00:01:12.200 The tension while ball teeters on the cup's lip. 8 00:01:13.280 --> 00:01:14.980 A third strike in the ninth inning. 9 00:01:15.900 --> 00:01:16.960 A breaking mast. 10 00:01:17.840 --> 00:01:21.080 I can give you these, and I can give more. 11 00:01:22.280 --> 00:01:26.700 A child sobbing, a woman laughing, a man dying. 12 00:01:27.380 --> 00:01:30.880 I can give you this, and I can give more. 13 00:01:32.180 --> 00:01:35.100 I pursue danger, you may observe. 14 00:01:36.180 --> 00:01:39.280 I seek challenge, you may participate. 15 00:01:40.660 --> 00:01:41.740 What do you seek? 16 00:01:42.680 --> 00:01:46.120 Perspective amid confusion, it can be yours. 17 00:01:47.340 --> 00:01:50.820 Communication with the changing world, I can help. 18 00:01:52.260 --> 00:01:56.100 Escape from pressure, I am a point of view. 19 00:01:56.780 --> 00:01:59.300 A forum, an opportunity. 20 00:02:00.320 --> 00:02:01.960 A friend and counselor. 21 00:02:03.380 --> 00:02:04.680 I am a magazine. 22 00:02:06.300 --> 00:02:10.560 My bones come from the forest, the pages to which millions turn, 23 00:02:10.660 --> 00:02:12.780 seeking a place in a tumultuous world. 24 00:02:14.100 --> 00:02:18.100 A magazine is a meeting place between an idea and you. 25 00:02:19.320 --> 00:02:21.280 Seek your answer on my pages. 26 00:02:56.780 --> 00:02:59.060 I am a book. 27 00:02:59.300 --> 00:02:59.300 28 00:03:03.860 --> 00:03:05.780 I am a book. 29 00:03:07.420 --> 00:03:09.000 I am a book. 30 00:03:09.000 --> 00:03:10.080 I am a book. 31 00:03:10.200 --> 00:03:12.880 I am a book. 32 00:03:12.880 --> 00:03:14.680 I am a book. 33 00:03:14.760 --> 00:03:17.460 I am a book. 34 00:03:17.460 --> 00:03:19.420 I am a book. 35 00:03:19.420 --> 00:03:21.380 I am a book. 36 00:03:21.580 --> 00:03:23.060 I am a book. 37 00:03:27.060 --> 00:03:28.920 I am a book. 38 00:03:28.960 --> 00:03:32.000 I am a book. 39 00:03:32.000 --> 00:03:34.800 I am a book. 40 00:03:35.160 --> 00:03:36.940 I am a book. 41 00:03:36.940 --> 00:03:37.800 I am a book. 42 00:03:38.340 --> 00:03:41.820 I am a book. 43 00:03:44.100 --> 00:03:47.100 I am a book. 44 00:03:47.100 --> 00:03:49.680 I am a book. 45 00:03:49.680 --> 00:03:49.700 I am a book. 46 00:03:52.540 --> 00:03:56.780 I am a book. 47 00:04:01.080 --> 00:04:01.800 I am a book. 48 00:04:02.620 --> 00:04:03.340 I am a book. 49 00:04:03.340 --> 00:04:04.260 I am a book. 50 00:04:04.260 --> 00:04:04.740 I am a book. 51 00:04:05.020 --> 00:04:05.640 I am a book. 52 00:04:06.480 --> 00:04:10.880 I am a book. 53 00:04:10.880 --> 00:04:13.780 I am a book. 54 00:04:13.780 --> 00:04:13.780 55 00:04:18.280 --> 00:04:19.960 I am a book. 56 00:04:20.080 --> 00:04:21.040 I am a book. 57 00:04:21.040 --> 00:04:23.240 I am a book. 58 00:04:23.240 --> 00:04:25.340 I am a book. 59 00:04:26.780 --> 00:04:28.200 I am a book. 60 00:04:29.260 --> 00:04:30.160 I am a book. 61 00:04:30.300 --> 00:04:33.700 I am a book. 62 00:04:33.700 --> 00:04:37.160 I am a book. 63 00:04:37.160 --> 00:04:37.160 64 00:04:41.660 --> 00:04:43.380 I am a book. 65 00:04:44.880 --> 00:04:46.280 I am a book. 66 00:04:47.220 --> 00:04:48.420 I am a book. 67 00:04:49.920 --> 00:04:51.160 I am a book. 68 00:04:51.980 --> 00:04:52.960 I am a book. 69 00:04:52.960 --> 00:04:53.400 I am a book. 70 00:04:53.400 --> 00:04:56.980 I am a book. 71 00:04:56.980 --> 00:04:59.220 I am a book. 72 00:04:59.220 --> 00:05:00.160 I am a book. 73 00:05:03.080 --> 00:05:06.520 I am a book. 74 00:05:06.520 --> 00:05:09.560 I am a book. 75 00:05:09.560 --> 00:05:09.600 I am a book. 76 00:05:09.600 --> 00:05:09.600 77 00:05:10.200 --> 00:05:11.600 I am a book. 78 00:05:11.600 --> 00:05:12.640 I am a book. 79 00:05:17.200 --> 00:05:20.760 I am a book. 80 00:05:23.140 --> 00:05:26.000 I am a book. 81 00:05:26.940 --> 00:05:28.460 I am a book. 82 00:05:28.460 --> 00:05:30.440 I am a book. 83 00:05:33.260 --> 00:05:34.340 I am a book. 84 00:05:34.340 --> 00:05:36.440 I am a book. 85 00:05:37.080 --> 00:05:38.900 I am a book. 86 00:05:38.900 --> 00:05:40.100 I am a book. 87 00:05:40.100 --> 00:05:40.320 I am a book. 88 00:05:45.440 --> 00:05:47.180 I am a book. 89 00:05:47.180 --> 00:05:49.220 I am a book. 90 00:05:49.220 --> 00:05:49.680 I am a book. 91 00:05:49.680 --> 00:05:53.780 I am a book. 92 00:05:55.580 --> 00:05:57.560 I am a book. 93 00:05:57.560 --> 00:05:58.260 I am a book. 94 00:05:58.260 --> 00:05:58.860 I am a book. 95 00:06:00.840 --> 00:06:02.460 I am a book. 96 00:06:04.420 --> 00:06:06.320 I am a book. 97 00:06:07.020 --> 00:06:10.120 I am a book. 98 00:06:12.320 --> 00:06:13.060 I am a book. 99 00:06:13.060 --> 00:06:13.160 I am a book. 100 00:06:15.880 --> 00:06:19.800 I am a book. 101 00:06:21.220 --> 00:06:22.800 I am a book. 102 00:06:23.800 --> 00:06:24.060 I am a book. 103 00:06:26.260 --> 00:06:27.080 I am a book. 104 00:06:27.080 --> 00:06:28.020 I am a book. 105 00:06:28.020 --> 00:06:28.600 I am a book. 106 00:06:29.920 --> 00:06:33.160 I am a book. 107 00:06:33.160 --> 00:06:35.440 I am a book. 108 00:06:35.440 --> 00:06:36.940 I am a book. 109 00:06:38.220 --> 00:06:39.140 I am a book. 110 00:06:39.140 --> 00:06:39.360 I am a book. 111 00:06:39.440 --> 00:06:45.320 I am a book. 112 00:06:45.320 --> 00:06:45.320 113 00:06:45.320 --> 00:06:45.320 114 00:06:47.020 --> 00:06:47.940 I am a book. 115 00:06:52.800 --> 00:06:55.620 I am a book. 116 00:06:56.300 --> 00:06:57.420 I am a book. 117 00:06:57.420 --> 00:06:57.900 I am a book. 118 00:07:02.300 --> 00:07:02.600 I am a book. 119 00:07:05.300 --> 00:07:07.360 I am a book. 120 00:07:07.360 --> 00:07:09.040 I am a book. 121 00:07:09.040 --> 00:07:10.200 I am a book. 122 00:07:11.200 --> 00:07:14.360 I am a book. 123 00:07:14.840 --> 00:07:17.820 I am a book. 124 00:07:18.520 --> 00:07:23.300 I am a book. 125 00:07:23.300 --> 00:07:26.980 I am a book. 126 00:07:29.200 --> 00:07:29.440 I am a book. 127 00:07:31.220 --> 00:07:34.580 I am a book. 128 00:07:34.600 --> 00:07:35.960 I am a book. 129 00:07:35.980 --> 00:07:36.600 I am a book. 130 00:07:36.620 --> 00:07:38.400 I am a book. 131 00:07:39.720 --> 00:07:41.120 I am a book. 132 00:07:41.140 --> 00:07:42.600 I am a book. 133 00:07:43.480 --> 00:07:45.360 I am a book. 134 00:07:46.040 --> 00:07:49.040 I am a book. 135 00:07:50.520 --> 00:07:50.520 136 00:07:54.540 --> 00:07:55.040 I am a book. 137 00:07:55.640 --> 00:07:57.980 I am a book. 138 00:07:58.160 --> 00:07:59.580 I am a book. 139 00:08:00.840 --> 00:08:02.600 I am a book. 140 00:08:02.680 --> 00:08:04.680 I am a book. 141 00:08:04.700 --> 00:08:08.180 I am a book. 142 00:08:08.620 --> 00:08:13.040 I am a book. 143 00:08:13.040 --> 00:08:17.180 I am a book. 144 00:08:17.180 --> 00:08:17.180 145 00:08:18.480 --> 00:08:19.540 I am a book. 146 00:08:21.360 --> 00:08:24.400 I am a book. 147 00:08:24.560 --> 00:08:25.760 I am a book. 148 00:08:29.920 --> 00:08:30.920 I am a book. 149 00:08:31.720 --> 00:08:32.140 I am a book. 150 00:08:32.140 --> 00:08:34.160 I am a book. 151 00:08:34.160 --> 00:08:36.220 I am a book. 152 00:08:44.940 --> 00:08:46.900 I am a book. 153 00:08:46.900 --> 00:08:46.900 154 00:08:46.900 --> 00:08:48.020 I am a book. 155 00:08:48.200 --> 00:08:49.420 I am a book. 156 00:08:49.420 --> 00:08:49.500 I am a book. 157 00:08:49.500 --> 00:08:49.540 I am a book. 158 00:08:49.540 --> 00:08:51.680 I am a book. 159 00:08:51.820 --> 00:08:56.200 I am a book. 160 00:08:56.200 --> 00:08:59.460 I am a book. 161 00:09:00.140 --> 00:09:05.560 I am a book. 162 00:09:05.560 --> 00:09:06.560 I am a book. 163 00:09:08.300 --> 00:09:09.140 I am a book. 164 00:09:10.440 --> 00:09:11.700 I am a book. 165 00:09:11.700 --> 00:09:13.300 I am a book. 166 00:09:15.140 --> 00:09:15.640 I am a book. 167 00:09:15.640 --> 00:09:17.420 I am a book. 168 00:09:17.420 --> 00:09:19.100 I am a book. 169 00:09:19.100 --> 00:09:22.220 I am a book. 170 00:09:22.220 --> 00:09:25.900 I am a book. 171 00:09:27.700 --> 00:09:27.700 172 00:09:27.800 --> 00:09:32.280 I am a book. 173 00:09:33.080 --> 00:09:34.480 I am a book. 174 00:09:35.560 --> 00:09:36.960 I am a book. 175 00:09:37.900 --> 00:09:37.920 I am a book. 176 00:09:37.920 --> 00:09:37.960 I am a book. 177 00:09:38.340 --> 00:09:41.520 I am a book. 178 00:09:41.940 --> 00:09:44.760 I am a book. 179 00:09:44.760 --> 00:09:47.860 I am a book. 180 00:09:47.860 --> 00:09:48.040 I am a book. 181 00:09:50.620 --> 00:09:51.860 I am a book. 182 00:09:54.440 --> 00:09:56.060 I am a book. 183 00:09:56.240 --> 00:09:57.760 I am a book. 184 00:09:57.760 --> 00:09:58.800 I am a book. 185 00:09:58.800 --> 00:09:59.280 I am a book. 186 00:10:01.500 --> 00:10:03.060 I am a book. 187 00:10:03.280 --> 00:10:04.880 I am a book. 188 00:10:04.880 --> 00:10:07.460 I am a book. 189 00:10:07.460 --> 00:10:08.300 I am a book. 190 00:10:10.160 --> 00:10:12.320 I am a book. 191 00:10:13.260 --> 00:10:16.560 I am a book. 192 00:10:16.580 --> 00:10:16.900 I am a book. 193 00:10:16.900 --> 00:10:17.420 I am a book. 194 00:10:19.220 --> 00:10:20.620 I am a book. 195 00:10:21.200 --> 00:10:22.560 I am a book. 196 00:10:27.880 --> 00:10:32.560 I am a book. 197 00:10:40.400 --> 00:10:41.600 Magazine pages. 198 00:10:42.540 --> 00:10:45.260 The meeting place between the reader and the idea. 199 00:10:46.500 --> 00:10:48.680 Yet if these pages are my bones, 200 00:10:49.440 --> 00:10:51.920 then my editor's thoughts are my lifestream. 201 00:10:53.020 --> 00:10:56.220 As an editor, I feel that one element makes the difference 202 00:10:56.220 --> 00:10:58.740 between the success or failure of a magazine. 203 00:10:59.400 --> 00:11:02.540 That is, when people sense that something is being done 204 00:11:02.540 --> 00:11:06.080 that's unlike anything they're getting anywhere else, 205 00:11:06.300 --> 00:11:07.780 because someone cares. 206 00:11:08.900 --> 00:11:10.620 Hear the voices of my many editors. 207 00:11:11.780 --> 00:11:14.720 It is their perceptiveness that creates the rapport 208 00:11:14.720 --> 00:11:17.000 that exists between reader and magazine. 209 00:11:18.240 --> 00:11:18.700 Listen. 210 00:11:20.440 --> 00:11:24.520 A really great editor is one who vibrates a little ahead of the time. 211 00:11:25.120 --> 00:11:27.440 Such an editor becomes a leader of opinion. 212 00:11:28.020 --> 00:11:31.200 As they turn his pages, the reader reactions will be, 213 00:11:31.200 --> 00:11:33.700 Oh, how true. Why didn't I think of that myself? 214 00:11:34.200 --> 00:11:38.140 Or, that's what I've always believed, but I could never put it into words. 215 00:11:40.240 --> 00:11:44.900 The things that we put in our magazine are in response to the concern of our readers. 216 00:11:45.720 --> 00:11:48.820 Therefore, what we're doing is talking back to them, 217 00:11:49.400 --> 00:11:54.040 enlightening and encouraging them with answers to questions that they're asking. 218 00:11:54.760 --> 00:11:59.880 By empathizing with them, by sharing common interests, common concerns, 219 00:11:59.880 --> 00:12:02.320 we're definitely communicating. 220 00:12:04.260 --> 00:12:07.760 In our particular magazine, we try to help that reader. 221 00:12:08.540 --> 00:12:13.100 We help him conquer that feeling of inadequacy that almost every man has 222 00:12:13.100 --> 00:12:15.180 in the world the way it is today. 223 00:12:17.020 --> 00:12:18.940 We always aim for a point of view. 224 00:12:19.500 --> 00:12:22.820 A story without a point of view is a bland, meaningless thing. 225 00:12:23.740 --> 00:12:26.340 It would be presumptuous of me to say that this point of view 226 00:12:26.340 --> 00:12:28.260 is going to agree with so many different people, 227 00:12:28.260 --> 00:12:33.600 but if the readers edit us, we might as well turn on the union card. 228 00:12:35.380 --> 00:12:39.060 It doesn't take long to find out that readers can't tell you what they want in advance. 229 00:12:39.660 --> 00:12:43.680 It's like the statement that Roxy made when he stood at the theater entrance 230 00:12:43.680 --> 00:12:45.900 watching the audience come out after the show. 231 00:12:46.200 --> 00:12:49.980 He said, people always know what they want after they've seen it. 232 00:12:50.140 --> 00:12:51.940 Well, that's the way it is with magazines. 233 00:12:53.840 --> 00:13:00.660 Maybe it sounds corny, but there's no room on a magazine for a lady in the dark. 234 00:13:01.200 --> 00:13:04.800 You've got to be out there in the blaze where things are going on 235 00:13:04.800 --> 00:13:09.380 to be just plain snoopy, but on a very high level. 236 00:13:10.860 --> 00:13:14.340 I feel that there is a contract between editor and reader. 237 00:13:14.920 --> 00:13:20.400 The reader elects to take and read the magazine on the strength of certain representations by the magazine 238 00:13:20.400 --> 00:13:22.340 as to what its purpose is. 239 00:13:23.160 --> 00:13:26.680 The editor's job is to see that the reader gets what he's been led to expect. 240 00:13:27.740 --> 00:13:29.340 You cheat if you give less. 241 00:13:29.620 --> 00:13:33.740 You've wasted the reader's time, and he's going to hold it bitterly against you 242 00:13:33.740 --> 00:13:35.880 if he wastes his time week after week. 243 00:13:37.360 --> 00:13:40.740 We feel that our readers are a lot smarter than surveys show, 244 00:13:41.060 --> 00:13:42.980 so we don't try to talk down to them. 245 00:13:43.480 --> 00:13:47.140 We assume they know a heck of a lot about foreign affairs and books and science, 246 00:13:47.660 --> 00:13:49.520 and reader response proves it to be true. 247 00:13:49.520 --> 00:13:53.720 Some surveys tell us not to run stories on science, but we do run them, 248 00:13:53.920 --> 00:13:55.660 and they turn out to be enormously popular. 249 00:13:57.600 --> 00:14:03.520 Every year we all go out with magazine in hand and have a number of good visits with readers somewhere, 250 00:14:04.620 --> 00:14:07.220 usually in the kitchen over a pot of coffee. 251 00:14:07.980 --> 00:14:13.400 The biggest thing we bring back is their comment as to why they did or didn't read something. 252 00:14:13.400 --> 00:14:19.200 Any one of our editors with a sensitive ear should come back with an awful lot of clues 253 00:14:19.200 --> 00:14:22.180 to guide him in the making of upcoming issues. 254 00:14:24.340 --> 00:14:27.380 A friend of mine who's one of the top men in the electronics field 255 00:14:27.380 --> 00:14:31.360 said that the young man who graduates this year from a school like MIT 256 00:14:31.360 --> 00:14:35.380 will know as much about electronics as he's learned in his entire life. 257 00:14:35.960 --> 00:14:39.120 Yet that young man is going to go on and acquire more knowledge. 258 00:14:39.120 --> 00:14:43.900 It's a race to keep even with our readers who are advancing at a great pace. 259 00:14:44.820 --> 00:14:48.360 We must attempt to anticipate what their interests will be. 260 00:14:48.620 --> 00:14:50.780 We must keep changing all the time. 261 00:15:03.380 --> 00:15:07.720 The world changes, creating new challenges each day. 262 00:15:07.720 --> 00:15:10.560 I am a counselor and a friend. 263 00:15:11.020 --> 00:15:13.900 I am a forum from which my editors speak. 264 00:15:14.720 --> 00:15:15.900 I am experience. 265 00:15:16.740 --> 00:15:20.220 I am responsible, the answer to a million questions. 266 00:15:21.100 --> 00:15:24.140 I am perspective in a world in which all is changing. 267 00:15:25.280 --> 00:15:31.720 On my pages, the ideas and products of American industry can enjoy their greatest moments of receptivity. 268 00:15:33.060 --> 00:15:34.540 I am a magazine. 269 00:15:43.780 --> 00:15:44.420 I am a magazine. 270 00:15:44.800 --> 00:15:44.800 271 00:15:47.120 --> 00:15:48.420 I am a magazine. 272 00:15:48.420 --> 00:15:48.660 I am a magazine. 273 00:15:48.660 --> 00:15:48.660 274 00:15:48.660 --> 00:15:48.740 I am a magazine. 275 00:15:48.740 --> 00:15:49.000 I am a magazine. 276 00:15:49.100 --> 00:15:49.640 I am a magazine. 277 00:15:49.640 --> 00:15:50.400 I am a magazine. 278 00:15:51.340 --> 00:15:51.980 I am a magazine. 279 00:15:52.560 --> 00:15:53.200 I am a magazine. 280 00:15:53.200 --> 00:15:53.580 I am a magazine. 281 00:15:59.260 --> 00:15:59.900 I am a magazine. 282 00:15:59.900 --> 00:15:59.900 283 00:16:00.160 --> 00:16:02.380 I am a magazine. 284 00:16:02.400 --> 00:16:02.500 I am a magazine. 285 00:16:07.920 --> 00:16:08.000 I am a magazine. 286 00:16:08.000 --> 00:16:08.000