The news, he believed, could and should be told through stories about people—the day's most interesting and famous personalities. "People just aren't interesting in the mass," Luce once explained. "It's only individuals who are exciting." And so he launched his new venture based on celebrity, by which he would profit immensely. This is not to say that he had any interest in the merely famous, or what we today might call the "famous for being famous." The important personalities to his mind were men of great power or other significant achievement.

Tim Wu, The Attention Merchants, loc. 755