THE people who make the news are usually the people who have made the scene--the big names at home in the headlines. But to the journalist, the world's cast of characters includes many names that may be of great importance in their own fields while relatively little known outside them. These people, too, shape and shake events, sometimes even more significantly than the more celebrated personages--and any issue of TIME will prove it.

This week's cover subject, for example, though a major figure in the academic world, is hardly a celebrity in the nation, despite the fact that he wields unprecedented powers that permeate the entire structure of U.S. education. Other relatively unfamiliar but significant names in this issue:

Outerbridge Horsey, Ambassador Extraordinary and Plenipotentiary, didn't make big news in the conventional sense last week any more than did the State Department. But Washington's conduct of foreign affairs--and the conduct and competence of U.S. ambassadors--is more important than ever, as is made clear in this week's Essay on the intricate and much-maligned institution known as Foggy Bottom.

Dr. James C. Cain of the Mayo Clinic, longtime friend and personal physician to the President, is known to most medical men. Last week he came to national attention as the man who recruited the surgical team that successfully operated on President Johnson. See THE NATION & MEDICINE.

Altaf Gauhar is Pakistan's pro-Peking information chief. His views are directly reflected in his country's increasingly anti-U.S. press. See THE WORLD.

Aleida Guevara, dressed in black and fighting tears, listened as Fidel Castro read a servile, six-month-old farewell letter from her husband Che, once the dictator's trusted lieutenant--who may or may not be alive. The incident revealed the deep fissures in Castro's regime. See THE HEMISPHERE.

Don Adams, a known TV performer but still far short of star magnitude, is the heel-hero of NBC's new Get Smart! Although it breaks all program conventions, the show is near the top of the ratings heap. See SHOW BUSINESS.

Leo Beranek is the acoustician who designed Philharmonic Hall at New York's Lincoln Center. He spent four years planning what should be the country's leading concert hall, yet critics keep saying that he created an acoustical dud. See MUSIC.

William Goodhart in his first play, Generation, scores a hit and brings the somnolent Broadway season to life. See THEATER.

Edward Kienholz is a former farmer turned artist who is making a name for himself with grisly "tableaux," assemblages of unrelated objects that range from plastic bubbles to coat racks. He typifies a new wave in California. See ART.

Harry Grylls is chief designer for Rolls-Royce, which, after ten years of hush-hush planning, unveiled a new look for the venerable and long-immutable car--everything changed but the grilles. Grylls is the man who saved the grilles. See WORLD BUSINESS.

Laurence Witten, an obscure antiquarian bookseller in New Haven, unearthed a 15th century European map that compels a reappraisal of the entire age of New World exploration and is rated by the Yale Library as its "most exciting single acquisition in modern times." See BOOKS.

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