A Spirited Story, Promotional Booklet, Time Weekly Newsmagazine, 1962 [Sheldon Cotler, New York City]

A Spirited Story, The Spirited Market Promotional Booklet, 1962. Time, The Weekly Newsmagazine, Time & Life Building, Rockefeller Center, New York, N.Y., USA. 8.25 x 11.25, unpaginated (8 double-side pages), saddle-stitched with an uncoated linen wrapper. Printed in U.S.A. in an unknown quantity for promotional use only and never sold publicly.

Art Direction by Sheldon Cotler (1933–2024), who attended New York City’s Cooper Union for the Advancement of Arts and Sciences before becoming the Art Director of Promotion for Time Magazine where he played an instrumental role in the emerging field of magazine promotion. Design by Walter Lefman and Richard Boland. Photography by Harris Radin. Featured in AIGA’s Design and Printing for Commerce (1964).

This promotional booklet was developed as a tool to attract new advertising clients to Time, Weekly News magazine. Described as “A conversation in which the characters are fictional, but the facts are facts — from Time.” Through an informal, witty conversation between a Time advertising salesman (customer) and a bartender; it highlights the magazine’s reader demographics and sociographics, as well as its impact and advantages. An excellent record of an early 1960s promotion that reflects the magazine’s glory days as an advertising vehicle.”

A very good promotional booklet with wear along the wrapper edges and lower interior corner. Over the years, we’ve handled only a small number of Time, Inc. promotional ephemera. Uncommon.