'The one great thing was simplification. Simplification by organization, simplification by condensation and also simplification by being damn well simple.'Henry Luce, founder of Time magazine, quoted in The New Yorker, 19 April 2010, page 81.
And from an early prospectus, quoted in the same article by Jill Lepore:
'TIME is interested – not in how much it includes between its covers – but in HOW MUCH IT GETS OFF ITS PAGES INTO THE MINDS OF ITS READERS.'