The Press: Culture Is Their Business

"Our field is 'the arts'—not just the traditional seven, but the entire span of mankind's creative talents." So rings the challenging prospectus of Horizon-a proposed U.S. magazine that every other month "will be edited for intelligent, college-educated people . . . not the all-day watcher of television, or those whose aspirations begin, or end, with the solid gold Cadillac."

Last week 100,000 American families reading through these ego-pumping lines of Horizon's advance mailer came across a cunning warning: "Such a cultural package will not lead to material profit." Perhaps not for the subscriber....

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