From the Publisher: Nov 27 1989

He has been called "an iconoclastic genius," "a Superman of Madison Avenue," "a legendary advertising guru." George Lois modestly demurs: he prefers to think of himself as "a semi-legendary advertising guru." Naturally that made him the perfect choice for us. Beginning this month, Lois, the creative director of the New York advertising agency Lois/GGK, has taken charge of communicating TIME's editorial benefits to readers and advertisers across America.

Master of the commanding tag line, Lois has distilled his message into four simple words: "Make Time for TIME." "The tag line addresses a real problem," says Lois. "People understand the value of...

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