Michael Scherer wrote the last Time Magazine Cover Story "Why Latinos will pick the next President". Who is MS ? - TIME Magazine was created in 1923 and was the first weekly news magazine in the United States. Time is the world's largest circulation weekly news magazine with a readership of 25 million, of which 20 million are in the US

.

Time has now journalism of boldness, audacity and bravery like author Michael Scherer.  The last cover story of Time : "Why Latinos will pick the next President" show boldness and imagination, and I think that it is reasonable, even if nobody knows the future for sure.

I would suggest that the Democratic Party uses the magazine as a selling tool to recruit Latinos to vote for President Obama on November 6, 2012. Every salesman knows that magazines, newspapers, etc provide a great selling point, a fulcrum or support point to use a selling lever. ( like Greek Scientist Archimedes that wanted to move the world with a lever ).

If Democratic canvassers in Swing States with sizable Latino Populations show the magazine cover and article to Latino Voters, that would perform miracles to persuade them to vote.

I read TIME since I was a child, and it probably has helped me to believe in Liberal Ideals and protected me from conservative sophistry.

Who is Michael Scherer ??

Michael Scherer is TIME’s White House correspondent and is a regular contributor to TIME.com’s political blog, Swampland. He joined TIME in December 2007 and was named White House correspondent in January 2009.

Previously, Scherer was TIME’s Washington correspondent, a role in which he covered general politics and the 2008 campaign, during which he traveled extensively with Sen. John McCain.

Before joining TIME, Scherer was the Washington correspondent for Salon.com, where he covered politics and elections. Before joining Salon, Scherer was a Washington correspondent for Mother Jones, an assistant editor at the Columbia Journalism Review and an education reporter for the Daily Hampshire Gazette (Northampton, Mass.). His work has also appeared in Rolling Stone and The Nation.

Scherer received an M.S. from the Columbia University Graduate School of Journalism and his B.A. from the University of California at Santa Cruz.

The History of TIME Magazine in Wikipedia


Some excerpts :

Time (trademarked in capitals as TIME) is an American weekly news magazine published in New York City. Time is the world's largest circulation weekly news magazine with a readership of 25 million, of which 20 million are in the US. Richard Stengel has been the managing editor since 2006.

Time magazine was created in 1923 by Briton Hadden and Henry Luce, making it the first weekly news magazine in the United States.[4] The two had previously worked together as chairman and managing editor respectively of the Yale Daily News and considered calling the magazine Facts.[5] Hadden was a rather carefree figure, who liked to tease Luce and saw Time as something important but also fun. That accounts for its tone, which many people still criticize as too light for serious news and more suited to its heavy coverage of celebrities (including politicians), the entertainment industry, and pop culture. It set out to tell the news through people, and for many decades the magazine's cover was of a single person. The first issue of Time was published on March 3, 1923, featuring on its cover Joseph G. Cannon, the retired Speaker of the United States House of Representatives; a facsimile reprint of Issue No. 1, including all of the articles and advertisements contained in the original, was included with copies of the February 28, 1938 issue as a commemoration of the magazine's 15th anniversary.[6] On Hadden's death in 1929, Luce became the dominant man at Time and a major figure in the history of 20th-century media. According to Time Inc.: The Intimate History of a Publishing Enterprise 1972–2004 by Robert Elson, "Roy Edward Larsen [...] was to play a role second only to Luce's in the development of Time Inc." In his book, The March of Time, 1935–1951, Raymond Fielding also noted that Larsen was "originally circulation manager and then general manager of Time, later publisher of Life, for many years president of Time, Inc., and in the long history of the corporation the most influential and important figure after Luce."

Around the time they were raising US$100,000 from wealthy Yale alumni like Henry P. Davison, partner of J.P. Morgan & Co., publicity man Martin Egan and J.P. Morgan & Co. banker Dwight Morrow, Henry Luce and Briton Hadden hired Larsen in 1922 – although Larsen was a Harvard graduate and Luce and Hadden were Yale graduates. After Hadden died in 1929, Larsen purchased 550 shares of Time Inc., using money he obtained from selling RKO stock which he had inherited from his father, who was the head of the B.F. Keith theatre chain in New England. However, after Briton Hadden's death, the largest Time Inc. stockholder was Henry Luce, who ruled the media conglomerate in an autocratic fashion, "at his right hand was Larsen," Time Inc.'s second-largest stockholder, according to "Time Inc.: The Intimate History of a Publishing Enterprise 1923–1941". In 1929, Roy Larsen was also named a Time Inc. director and a Time Inc. vice-president. J.P. Morgan retained a certain control through two directorates and a share of stocks, both over Time and Fortune. Other shareholders were Brown Brothers W. A. Harriman & Co., and The New York Trust Company (Standard Oil).

By the time of Henry Luce's death in 1967, the Time Inc. stock which Luce owned was worth about US$109 million and yielded him a yearly dividend income of more than US$2.4 million, according to The World of Time Inc: The Intimate History Of A Changing Enterprise 1960–1989 by Curtis Prendergast. The value of the Larsen family's Time Inc. stock was now worth about $80 million during the 1960s and Roy Larsen was both a Time Inc. director and the chairman of its Executive Committee, before serving as Time Inc.'s vice-chairman of the board until the middle of 1979. According to the September 10, 1979 issue of The New York Times, "Mr. Larsen was the only employee in the company's history given an exemption from its policy of mandatory retirement at age 65."

After Time magazine began publishing its weekly issues in March 1923, Roy Larsen was able to increase its circulation by utilizing U.S. radio and movie theaters around the world. It often promoted both "Time" magazine and U.S. political and corporate interests. According to The March of Time, as early as 1924, Larsen had brought Time into the infant radio business with the broadcast of a 15-minute sustaining quiz show entitled Pop Question which survived until 1925." Then, according to the same book, "In 1928 [...] Larsen undertook the weekly broadcast of a 10-minute programme series of brief news summaries, drawn from current issues of Time magazine [...] which was originally broadcast over 33 stations throughout the United States."

Larsen next arranged for a 30-minute radio programme, The March of Time, to be broadcast over CBS, beginning on March 6, 1931. Each week, the programme presented a dramatisation of the week's news for its listeners, thus Time magazine itself was brought "to the attention of millions previously unaware of its existence," according to Time Inc.: The Intimate History Of A Publishing Enterprise 1923–1941, leading to an increased circulation of the magazine during the 1930s. Between 1931 and 1937, Larsen's The March of Time radio programme was broadcast over CBS radio and between 1937 and 1945 it was broadcast over NBC radio – except for the 1939 to 1941 period when it was not aired. People Magazine was based on Time's People page.

In July 1976, Parveen Babi was featured on Time Magazine's cover, which helped change the image of the Indian Film Heroine.

Time became part of Time Warner in 1989, along with Warner Bros. when Time, Inc. and Warner Communications merged. Jason McManus succeeded Henry Grunwald in 1988 as Editor-in-Chief and oversaw the transition before Norman Pearlstine succeeded him in 1995.

Since 2000, the magazine has been part of AOL Time Warner, which subsequently reverted to the name Time Warner in 2003.

In 2007, Time moved from a Monday subscription/newsstand delivery to a schedule where the magazine goes on sale Fridays, and is delivered to subscribers on Saturday. The magazine actually began in 1923 with Friday publication.

During early 2007, the year's first issue was delayed for roughly a week due to "editorial changes." The changes included the job losses of 49 employees.

In 2009 Time announced that they were introducing a personalised print magazine, Mine, mixing content from a range of Time Warner publications based on the reader's preferences. The new magazine met with a poor reception, with criticism that its focus was too broad to be truly personal.

The magazine has an online archive with the unformatted text for every article published. The articles are indexed and were converted from scanned images using optical character recognition technology. There are still minor errors in the text that are remnants of the conversion into digital format.

.......