Jonathan Franzen occupies the cover of this week’s Time, and, as the magazine will happily point out, he’s the first novelist to do so in “more than a decade.” The Franzen cover—and the Franzen headline: “Great American Novelist”—is a pretty transparent bit of attention-mongering. After all, Franzen’s predecessor, Stephen King, got only one paragraph in his cover story, and Time profiled Franzen only four years ago. (Both Franzen stories include lots of bird watching and Lev Grossman.)
Still, Time could use a boost as much as literature, and it’s hard to fault the magazine. In fact, its choice of Franzen provides an opportunity to look back at Time’s long history as literary arbiter and evangelist.
In The Powers That Be, David Halberstam writes that Time impresario Henry Luce
had a powerful sense of what people should read, what was good for them to read, and an essential belief worthy of the best journalist, that any subject of importance could be made interesting. Thus the cover story, the personalizing of issues so that a lay reader could become more interested and more involved in serious reading matter.
This same impulse seems to be at work in Time’s Franzen cover. (Under the headline it reads: “His characters don’t solve mysteries, have magical powers or live in the future.”) Franzen himself has remarked on it. In his famous Harper’s essay “Perchance to Dream,” he writes that “my father, who was not a reader, nevertheless had some acquaintance with James Baldwin and John Cheever, because Time magazine put them on its cover.”
Franzen ends up arguing that a shift in Time’s cover choices—from James Joyce to Scott Turow—offers more proof of America’s cultural decline. But just about every interaction between Time and a literary type has been characterized by a waffling between reaching out and selling out that, today, we’d describe as Franzean. Two favorite examples: When Bennett Cerf tried to convince William Faulkner to do a second Time cover, 15 years after his first, Faulkner asked for an estimate on how much it would add to Random House’s bottom line so that he could simply reimburse the publisher. In The Prisoner of Sex, Norman Mailer—who seems to have married Jeanne Campbell, Luce’s former mistress, for revenge as much as for love—recalls Time’s offer of “a cover story on the author’s reactions to the most prominent phenomenon of the summer season: the extraordinary surge of interest in Women’s Liberation.” Despite having a movie to promote, Mailer decides that “only a fool would throw serious remarks into the hopper at Time.”
In 1923, Joseph Conrad appeared on Time’s first bookish cover and its sixth overall. The story began:
Joseph Conrad, rover of the seven seas, has never set foot in the United States. Now he is coming. At about the end of this month the man who holds probably the most exalted position in contemporary English letters is to arrive here for a visit which it is hoped will last through May.
And that’s about it. Conrad’s entire cover story ran only 425 words, a standard length for early Time articles, and this first batch of literary covers were mostly linked to reviews. Thanks to the magazine’s short and punchy house style, these reviews always managed to include some biographical information. (The section on “The Author” came right after the one on “The Significance.”)
By the 1930s, though, you could see a formula beginning to set — a personalized opening, a capsule biography, some detailed description (Willa Cather “looks and talks like a kindly, sensible Middle-Western housewife, stout, low-heeled, good at marketing and mending“), and, above all, a few kind words about the author’s latest. Given Time’s practice of deploying multiple reporters, these profiles were often the most thorough or invasive of their time. (The J. D. Salinger cover story is a good example of this.) Given Time’s goal of reaching the broadest possible audience, these profiles also turned their subjects into rather flat characters: Cather the housewife, Hemingway the hunter, and so on.
The other thing to say about Time’s audience is that, from the beginning, the magazine has paid attention to lowbrow lit. Its cover story on E. Phillips Oppenheim praises his “light fiction” and opens with a mutually flattering comparison to Henry Ford, and this is one of many such examples. In fact, after surveying its literary history, I’m more surprised that Time hasn’t put Dan Brown or Stephanie Meyer on its cover than that Jonathan Franzen made the cut. (Time did put Harry Potter on its cover for what was essentially a profile of J. K. Rowling.)
Below, you too can survey this history through links to the covers and cover stories for each of Time’s literary stars. Read them to chuckle at the magazine’s weakness for hype (Robinson Jeffers is someone “a considerable public now considers the most impressive poet the U. S. has yet produced“). Read them to get a contemporary perspective on some historical figures (though don’t expect the best and the brightest: Lillian Ross’s New Yorker profile of Hemingway, for example, is much better than Time’s). Read them to marvel at Time’s uncanny ability to feature the best writers’ worst books. Most of all, read them to watch how this red-bordered cultural institution ferries between the high and the low. The Virginia Woolf cover story is especially good at this, but all of them do it to one degree or another. Even Jonathan Franzen’s.
Time put 14 authors on its cover in the 1920s, 23 in the 1930s, seven in the 1940s, 11 in the 1950s, 10 in the 1960s, eight in the 1970s, four in the 1980s, four in the 1990s, one in the 2000s, and, now, Franzen in 2010. That adds up to an objective-sounding 83, but I should explain my principles in compiling this list. While Time also likes to revive dead authors—Faulkner, for example, submitted to that second cover in 1964, two years after his death—I included only living authors who wrote primarily imaginative work: novels, plays, or poetry. These criteria still left room for some judgment calls—William Allen White did not make the list because he’s better known for his politics and his newspapering (and because White’s cover story focuses on his Kansas gubernatorial campaign), but I kept Upton Sinclair and the cover story on his California gubernatorial campaign. Feel free to dispute my choices or to add anyone I missed in the comments.
Each entry includes the author’s name and, where applicable, the name of the work that prompted the profile. There are also links to a print-friendly version of the cover story and to an image of the cover itself. In fact, thanks to Time’s new paywall, the Franzen cover story is the only one you can’t read online.
Israel Zangwill. “Imaginary Interviews: Israel Zangwill, Englishman of Letters.” September 17, 1923. Cover image.
Amy Lowell / John Keats. “Miss Lowell Eulogizes, Analyzes, Forgives the Poet.” March 2, 1925. Cover image.