Rockefeller Center of "festivity" around it, unlike most other office buildings in America. Sigfried Giedion wrote in his book "Space, Time and Architecture" that Rockefeller Center's design was akin to a "civic center" whose design represented the 1930s version of the future. Henry Luce, the founder of Time Inc., said in 1941 that Rockefeller Center represented "the true world of tomorrow", as opposed to the 1939 New York World's Fair, whose "World of Tomorrow" representations "are today junk piles under the winter snow". Novelist Gertrude Stein said in 1935, "The view of Rockefeller Center from Fifth Avenue is the most beautiful thing
Rockefeller Center to make a profit on the site as quickly as possible, Rockefeller devised new plans within a month so that the site could become profitable. The developers entered into talks with Radio Corporation of America (RCA) and its subsidiaries, National Broadcasting Company (NBC) and Radio-Keith-Orpheum (RKO), to build a mass media entertainment complex on the site. By May, RCA and its affiliates had made an agreement with Rockefeller Center managers to lease space and develop part of the complex. Todd released a new plan "G-3" in January 1930. Two months later, an "H plan" was released with facilities for "television,