henry
luce and briton hadden already owned two publications; but they became
fascinated with the title of a small fledgling magazine. they couldnt
care less for the magazine, all they wanted was the name. so for 93,000
dollars, they purchased the rights to use the name of this magazine and began
dreaming about what the mission of this publication would be. below is the
confidential prospectus for this new magazine:
THE
PURPOSE: To see life; to see the world; to eyewitness great events; to watch
the faces of the poor and the gestures of the proud; to see strange things –
machines, armies, multitudes, shadows in the jungle and on the moon; to see
man's work – our paintings, towers and discoveries; to see things thousands of
miles away, things hidden behind walls and within rooms, things dangerous to
come to: the women that men love and many children; to see and to take pleasure
in seeing; to see and be amazed; to see and be instructed; Thus to see, and to
be shown, is now the will and new expectancy of half of humankind. To see, and
to show, is the mission now undertaken by a new kind of publication, THE
SHOW-BOOK OF THE WORLD…
this new
kind of publication is called LIFE magazine.
in 1936,
henry luce penned this opening paragraph, inviting the world to see life in new
ways. for those who would never
have the privilege to travel thousands of miles away could now see, be amazed
and instructed by the realities of life.
i continue to find myself coming back to this prospectus, reading it
over and over and imagining the sheer belief that luce must have had in the
power of a great photo.
if you
had to write a prospectus for what you want to create, feel called to do, or
are currently doing – what would you say?
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