Swanberg, W.A. Luce and His Empire. New York: Charles Scribner's Sons, 1972. 529 pages.

Henry Robinson Luce co-founded Time magazine in 1923, and remained the autocratic owner of Time, Life, Fortune, and Sports Illustrated until his death in 1967. His parents were missionaries in China; when Henry was two years old, they barely escaped the Boxer Rebellion of 1900, when over 200 missionaries and their children, along with 30,000 Chinese converts, were killed. While Henry did not grow up to be religious, he was stubbornly ideological, adopting the "white man's burden" orientation of his parents.

Even after the corrupt Chinese Nationalists slaughtered 20,000 Taiwanese in order to create a base after fleeing from Mao, Luce continued to plug Chiang Kai-shek as a hero on many covers of Time. Clare Boothe Luce, a Congresswoman and later ambassador to Italy, shared her husband's anti- communism. Between them, they had so much power that even presidents such as Lyndon Johnson had to be careful. Biographer Swanberg feels that the Luce press was somewhat responsible for the Cold War, from Chiang through Vietnam. This may be more true than Swanberg realizes: C.D. Jackson, who published Life for Luce, was simultaneously a psychological warfare expert for U.S. intelligence (his name also pops up in JFK assassination books). But the CIA connection is not pursued by Swanberg, perhaps because this book appeared too early, before many misdeeds were revealed in the 1970s.
ISBN 0-684-12592-7

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