◇《時代》對於“公正”的理解
《時代》創刊號，1923年3月3日《時代》創刊的時期，美國報紙已經大體形成了新聞專業主義，包括報刊內部編輯權獨立、新聞與言論分離、新聞報道檢查不偏不倚等原則。《時代》的編輯們並不偽稱恪守新聞客觀性理念，他們認為那是神話。《時代》宣稱，它不想做到不偏不倚，而寧可把“公正”作為它要達到的目標。它在紀念創刊25周年的一篇文章中指出：“不偏不倚與公正的區別是什麼？一個有責任感的新聞工作者對在他看來是符合實際情況的事實進行分析時，是‘有偏向的'。他隻要不是為了說明自己的觀點而歪曲事實真相，他就是公正的。”
在21世紀伊始的今天，當網絡以及其他來勢洶洶的信息來源與傳統的圖像媒體發生競爭的時候，我們有必要再重溫亨利·盧斯在1938年說過的話：“如果讓我重新創業，如果沒有創建《時代》，那你們也不會看到我沿街流浪，尋找金礦，你們會發現我正在一家真正的新聞期刊社兜售股份。”
《時代》的口號
The word“Time”，besides being impressive as a title and practical and simple for the design of a logo，also had enormous advertising potential.Throughout its history，the creative minds that came up with its slogans have played with it in different ways，depending on how they needed to reach the reader.Here are some of the slogans used from 1924 on.
“Time flies”(1924)
“Time marches on！”(1932)
“It's time to get the facts”(1932)
“It's about time”(1938)
“Take Time，It's brief”(1939)
“Time to get it straight！”(1951)
“This is the time to start reading Time”(1960)
“Make time for Time”(1989)
“Understanding comes with Time”(1994)
At both Time and Newsweek the sacred journalistic slogan is“Better late and right than early and wrong.”
《時代》的創辦原則
Time had clear principles.The magazine should report and interpret the news in a highly concise and entertaining way.“The super concise based on real events”
was the key phrase that guided writers.Time proposed，then，to justify its title by giving readers what was to become the century's most precious commodity：time.And it did so not only by reporting the news but also by interpreting it for people who lacked precisely that，the time or energy or knowledge to do so for themselves，all in an entertaining，attractive，and concise way.The magazine was thus designed to be read in no more than an hour.
A fundamental principle of Time's identity：“People make the news，people are at the root of the events，men and women are behind every story.”Robert Elson points out that Henry Luce never tired of repeating to his writers：