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Government is the only source of support. Every one of us should be thinking, in a versatile way, about how to enlarge our private sector. The central administration of the Smithsonian is obligated to support and to assist in the best way it can. We have started to build a development effort, and so far we have not had great success. But we have started, and we hope that over time our efforts will have significant results. Development is a very difficult exercise to understand, but it is an exercise of tremendous importance. Success in private development isn't related to engaging a third party to approach a benefactor or a foundation. It is related to your individual efforts.

With regard to constituencies and development, I hope that our magazine will continue to be successful, and that it will eventually initiate a book club similar to that of TIME-LIFE. We studied the magazine industry for several years before we launched our project. It has been very successful. Magazine publishing requires a tremendous amount of savy, and we are fortunate to have that savy. Even so, we have a difficult path ahead of us. Priorities regarding paper use, mail problems, postal regulations, consumer response, and a whole series of intricacies affecting the publication business cloud the future. It could be that unforeseen factors will force magazines out of business. But our record to date has been very encouraging. Again the moral is that we must not count on historical patterns any more than we count on the course of evolution as being fixed and finite. We must work hard in a number of directions.

As an Institution we face other uncertainties. For example, the resource and operating climate of the country is changing in ways which we cannot ascertain at the present. We are guaranteeing to ourselves that we will have somewhere around 35 million to 40 million visitors in Washington in 1976; but we do not know if there will be any such number of people for reasons beyond our control. Nevertheless we must be prepared.