Time to Make the Donuts, a 2001 autobiography written with Jessica Brilliant Keener, offers a sense of Rosenberg's personality and values. An archive of Rosenberg's papers and effects is held in the Milne Special Collections of the University of New Hampshire Library in Durham. It contains business and personal correspondence, newspaper and magazine clippings, and photographs. A narrative biography and a collection of digital images are available at http://wsbe2.unh.edu/william-rosenberg-center-international-franchising, the Web site of the Rosenberg International Center of Franchising at the university's Whittemore School of Business and Economics. Informative obituaries are in the New York Times, 23 Sept. 2002, and the Independent (London), 24 Sept. 2002.