That is not to say that Time Europe ignores the big Hollywood stars. Mrs. Morrison said the coming together of ideals, replacing postwar political squabbling, made appealing to a European reader possible. Some of Time Europe's critics, and even a few supporters, question whether the Morrisons can thrive where others have failed, given the magazine's American heritage. We don't try to hide what we are. Hugues Olivier Bores, chief operating officer of the watchmaker Patek Philippe, one of Time's advertisers, said he identified with the magazine's goal of attracting women and younger readers, something Patek Philippe is trying to accomplish with its own customers, but was less confident about Time's ability to distance itself from its American roots.
Initial results show the strategy is making some headway.
Time Inc. has spent liberally to bolster its international editions before. In 1996 it established regional editorial headquarters, tripling expenses for many departments. The Morrisons, fresh from Hong Kong, where Mr. Morrison was editor of Time Asia, and Mrs. Morrison editor of Asiaweek, another Time Inc. publication, are beneficiaries of that decision.