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Time - Man of the Year
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1993-04-08
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FROM THE MANAGING EDITOR, Page 4
Time has been such an icon in American life since its
founding in 1923 that the magazine's cover frequently finds its
way into other media. In the 1950 film A Woman of Distinction,
for example, actress Rosalind Russell appears on a make-believe
Time cover. More recently, Jack Nicholson and Kim Basinger could
be seen in Batman perusing a Time cover.
Under copyright law, we own the rights to our covers. It
is possible for those who do not own copyrighted materials to
make "fair use" of them, but generally those who employ Time
covers must first obtain our permission. As a rule, we do not
allow our covers to be used to advertise or endorse products or
services. We also do not grant permission to political campaigns
to use the cover of Time to support the position or candidacy
of any individual.
Thus when the Bush-Quayle campaign used a Time cover last
week as the centerpiece of a commercial attacking Bill Clinton,
we asked Robert Teeter, chairman of Bush-Quayle '92, to
withdraw it. "The implicit suggestion of the commercial that
Time endorses its contents is extremely damaging to Time's
reputation," we wrote. The cover in question, which appeared on
our April 20 issue, was an examination of the problems Clinton
was having during the primaries with voters who did not trust
him -- but it did not endorse President Bush, nor did it
conclude that Governor Clinton was untrustworthy. In fact, we
have at various times been critical of all three candidates, and
over the past two years we have produced a number of cover
images that any political campaign could exploit to discredit
the others. When the Bush-Quayle campaign refused to withdraw
the commercial, we filed suit in the U.S. District Court for the
District of Columbia. The case will be heard this week.
Time's mission is to serve its readers by delivering
incisive analysis of national and international issues, even if
that means being tough on those who hold or seek political
office. But Time is neither ideological nor partisan, and it
does not endorse candidates for office. We intend to keep it
that way.
Henry Muller