ROUNDING out nearly a quarter-century of solid service to TIME, Advertising Director John McLatchie will retire at the end of September. Fortunately, we shall continue to have his services as a consultant.

A native of Canada, "Mac" joined the sales staff of TIME in 1937, moved up the management ladder to various branch offices, and has been our top advertising executive since 1954. Under his leadership, TIME has achieved a uniquely strong advertising position. In the seven years since he became director (and as TIME'S circulation grew from 1,700,000 to 2,550,000), advertising revenue increased from $35 million to $51 million. TIME now ranks fourth among all maga zines in advertising revenue.

Our deepest gratitude goes to John McLatchie, who has so well helped TIME serve its advertisers and who leaves us so well prepared for the demands and opportunities ahead.

Our new advertising director will be Robert C. Gordon, who is now assistant publisher. Bob Gordon was born in Hingham, Mont. (pop. 254), 45 years ago, attended public schools in Minnesota and California, studied at the Sorbonne and the University of Munich. He is an amateur musician (piano and voice) and an even more amateur golfer.

After a ten-year career (mostly as sales executive) in book publishing and documentary films, he came to TIME as an advertising salesman in 1950. He was appointed New York advertising sales manager in 1956 and assistant publisher last January. Long a student of international affairs, he was one of three American businessmen tapped by the U.S. Department of Commerce in 1958 for a special mission to Yugoslavia as a trade adviser.

With Bob Gordon in charge, TIME'S aim will be to continue to maintain the highest level of service to its advertisers.

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