Look (American magazine)

Look (American magazine) was a prominent American general-interest magazine published biweekly from 1937 to 1971, with a brief revival in the late 1970s. Founded by Gardner Cowles Jr. and his brother John Cowles Sr., it became famous for its pioneering use of photojournalism and visual storytelling, rivaling the dominant Life magazine. The publication covered a wide array of topics, from politics and World War II to Hollywood and American culture, reaching a peak circulation of over 7.5 million readers. Its innovative format and influential photography left a lasting mark on 20th-century American media.

History and founding

The magazine was launched in January 1937 by the Cowles Media Company, with its first editorial offices in Des Moines, Iowa. Gardner Cowles Jr., who had previously run the Des Moines Register, conceived *Look* as a picture-based publication to compete directly with the newly launched Henry Luce venture, Life. Initial funding and support came from the Cowles family's newspaper empire, providing a stable foundation. The magazine quickly relocated its headquarters to New York City to be at the center of the national media landscape and advertising industry. Its early success was bolstered by coverage of major events like the Hindenburg disaster and the escalating tensions in Europe preceding World War II.

Content and format

*Look* distinguished itself through a strong emphasis on photographic essays and visually driven narratives, often featuring work by renowned photographers. Each issue typically contained a mix of human-interest stories, celebrity profiles, investigative journalism, and coverage of social issues. The magazine was known for its in-depth series, such as "The Crime of the Century" on the Lindbergh kidnapping, and candid interviews with figures like Fidel Castro and John F. Kennedy. Its format relied heavily on full-bleed photographs and minimal text, making complex topics accessible to a mass audience. Regular features included fashion spreads, movie reviews, and political commentary, reflecting the broad interests of mid-century America.

Cultural impact and legacy

The magazine played a significant role in shaping public opinion and defining visual culture in the United States for over three decades. It brought important social issues, such as the Civil Rights Movement and the space race, into American living rooms through powerful imagery. *Look*'s profiles of celebrities like Elizabeth Taylor and Muhammad Ali contributed to the rise of celebrity journalism and modern fan culture. Its advertising pages also documented evolving consumerism and American lifestyle trends from the Great Depression through the Vietnam War. The magazine's archival photography is now considered a vital historical record, studied by scholars of media studies and cultural history.

Notable contributors

Many influential journalists, writers, and photographers contributed to the magazine's success. Photographer Stanley Kubrick worked for *Look* early in his career before moving to filmmaking. Notable staff photographers included Charlotte Brooks, John Vachon, and Arthur Rothstein, who documented rural America and urban life. Writers such as William Attwood and Laura Bergquist conducted high-profile interviews with world leaders. The magazine also featured illustrations by artists like Norman Rockwell and published early work by authors including Truman Capote and Tom Wolfe, bridging the worlds of literature and photojournalism.

Cessation and revival attempts

Facing declining advertising revenue, competition from television, and rising production costs, Cowles Media ceased publication of *Look* with its October 19, 1971 issue. The assets and subscription list were sold to the magazine's longtime printer, Mattel Inc., which briefly considered a revival. A short-lived attempt to restart the magazine occurred in 1979 under the ownership of Commodore International founder Jack Tramiel, who published a few issues before permanently folding the title. The *Look* brand and archives have since been acquired by various entities, with occasional special editions or licensing deals, but the magazine never regained its former mass-market presence.

Category:American magazines Category:Defunct magazines published in the United States Category:Photojournalism in the United States