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Time - Man of the Year
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Time_Man_of_the_Year_Compact_Publishing_3YX-Disc-1_Compact_Publishing_1993.iso
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1992-10-19
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FROM THE PUBLISHER, Page 13
Back in the late 1970s, while pursuing a degree in journalism
at Syracuse University, Rhonda Hargrove planned to become a news
reporter. That dream faded quickly after she was assigned to
interview a newly widowed woman about how she felt concerning
the murder of her husband. "I knew it wasn't for me," sighs
Rhonda. Retraining her sights on a career in business, she
earned an M.B.A. from St. John's University in Jamaica, N.Y.,
then entered the marketing field. Eleven months ago, Rhonda
joined Time Distribution Services.
So she landed back where she always knew she belonged --
in the world of journalism -- only her vantage point is from
the business side of the equation. As the account executive in
charge of TIME newsstand sales in the U.S., Hargrove oversees
the distribution of the copies of the magazine that wend their
way each week to 175,000 retail outlets around the country.
Hargrove's job includes the development of ways to serve
the magazine's buyer better. For instance, we now deliver TIME
to some airport newsstands on Sunday, hours after the new issue
rolls off the press. Not only is that a day earlier than usual,
but it also provides readers with a head start on the week.
Boasts Hargrove: "Business travelers can get a copy of TIME by
7 p.m. on Sunday at Los Angeles airport."
Timely delivery of the magazine to newsstands is naturally
a boon to sales. Consumer marketing director David Gitow
reports that each outlet displaying TIME for that extra day
typically sells 20% more copies weekly. In 1991 swift delivery,
coupled with a voracious public appetite for news, meant a 13%
rise in newsstand sales over the prior year. During the winter
months, when the gulf war was in full swing, sales skyrocketed
67% higher than the comparable period in 1990. That surge
contributed to our strong overall circulation of 4.16 million
in 1991.
These days Rhonda is paying particular attention to how
the magazine is displayed. "If I see a magazine other than TIME
in a TIME rack, I think, `How dare they!' " she says with an
infectious smile. Does she quietly rearrange things so TIME is
in its right place? She won't say, and you'll have to get up
early to find out.
-- Elizabeth P. Valk