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Multiple Years / Look Magazine
Look was a hugely popular general-interest magazine that focused more on photography than articles. Published in Des Moines, Iowa, it began in February 1937 and was intended to be a monthly periodical. Within weeks, more than a million copies were bought of each issue, and it became a bi-weekly. By 1948 it sold 2.9 million copies per issue. Circulation reached 3.7 million in 1954, and peaked at 7.75 million in 1969. Its advertising revenue peaked in 1966 at $80 million. Of the leading general-interest, large-format magazines, Look had a circulation second only to Life and ahead of The Saturday Evening Post, which closed in 1969, and Collier's, which folded in 1956. Look was published under various company names: Look, Inc. (1937–45), Cowles Magazines (1946–65), and Cowles Communications, Inc. (1965–71). Its New York editorial offices were located in the architecturally distinctive 488 Madison Avenue, dubbed the Look Building, now on the National Register of Historic Places. Beginning in 1963, Norman Rockwell, after closing his career with the Saturday Evening Post, began making illustrations for Look. Look ceased publication with its issue of October 19, 1971, the victim of a $5 million loss in revenues in 1970 (with television cutting deeply into its advertising revenues), a slack economy and rising postal rates. Circulation was still at 6.5 million when it closed.