IN a recent issue of The New Yorker, Golf Expert Herbert Warren Wind recalls that it was in the spring of 1960 that Arnold Palmer "won the Masters tournament for the second time and established himself as a most exceptional golfer." And it was then that he made our cover (TIME, May 2. 1960). Last week the great man was challenged by a brilliant young competitor. Jack Nicklaus, 22, who becomes the subject of this week's cover, written by Sport Editor Charles Parmiter.

WHAT magazines did you read yesterday? What newspapers. Did you listen to the radio? What television programs did you watch?'' Questions such as these were recently put to a key sampling of managers and professional men in U.S. industry by the independent research firm of Erdos & Morgan. The study was made for TIME because, in these intensely competitive days, we find that advertisers are interested not just in numbers, but in the selectivity of an audience. We wanted to measure the reading, viewing and listening habits of U.S. management men and thought that the best way was to judge their "exposure" (one of those words dear to analyzers) to television, radio, newspapers and magazines on a given day.

The U.S. Department of Labor estimates that in the U.S. there are 4,120,000 managers and professionals in industry--just about 7% of the total working force. The Erdos & Morgan study finds that one-fourth of these are in top management, the rest, in operating and technical management. Three-fourths of them are under 45, and almost half earn $10,000 or more. Most (72%) are college educated. More than half live in the nation's 50 largest metropolitan areas, and slightly more than half work for companies employing 1,000 or more. They are a valuable group to keep an eye on.

Naturally, almost everyone (95%) in this management group reads a daily paper, though across the nation the most-read paper got to only 7% of them. On the average "yesterday," 68% of the managers watched some television, and 63% listened to the radio. The top-rated weekly TV show was seen by 21% of the managers, and the top weekly television news show by 10%.

Magazines are read by 64% of management men. One of the most interesting findings was the consistent throughout-the-week reading pattern for magazines. The average"yesterday" reading of TIME ran 8% on Monday, 11% on Tuesday, 14% on Wednesday, 13% on Thursday, 13% on Friday, 14% on Saturday and 11% on Sunday--a seven-day average of 12%. No other magazine, whatever its circulation, had a higher average of being read.

The highest "exposure" of all magazines was to TIME among the corporate officers in large companies. We also lead all magazines in average "yesterday" reading among managers of the top 500 industrial companies, which account for 57% of all sales in their fields. All of this does not lead us to say that to get ahead you should have TIME sticking out of your coat pocket as a status symbol: in fact, that word exposure means that we are really being read. This latest study fits in with the findings of a number of other surveys that show that--in just about any group--as the level of education, responsibility and income goes up, so does the readership of TIME.

FAST color printing is often used these days to capture the vividness of coronations, space launchings, and other front page news. TIME uses it this week to enhance the coverage of an important prizewinning occasion in the art world--the Venice Biennale.

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