The Time Reader as Seen by William Steig was apparently created for a Young & Rubicam Time magazine ad campaign aimed at procuring and encouraging more advertising. The ad may not have run in Time itself, but possibly in an advertising industry trade journal. The Time reader, who is distinctly depicted as white and male, is described as a college man, traveler, community leader, good provider, and a decision maker. As a news magazine, Time could be enjoyed by the whole family and by all families, but it is only the white male reader who is actively being promoted by Y&R to the advertising community back in, apparently, the 1950s. The framed original artwork sold last week in Providence for $100, the minimum bid.
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| William Steig Vallot Auctioneers listing accessed May 1, 2022 |
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