Origin
Gardner "Mike" Cowles, Jr. (1903–1985), the magazine's co-founder (with his brother John) and first editor, was executive editor of The Des Moines Register and The Des Moines Tribune. When the first issue went on sale in early 1937, it sold 705,000 copies.
Although planned to begin with the January 1937 issue, the actual first issue of Look to be distributed was the February 1937 issue, numbered as Volume 1, Number 2. It was published monthly for five issues (February–May 1937), then switched to bi-weekly starting with the May 11, 1937 issue. Page numbering on early issue counted the front cover as page one. Early issues, subtitled Monthly Picture Magazine, carried no advertising.
The unusual format of the early issues featured layouts of photos with long captions or very short articles. The magazine's backers described it as "an experiment based on the tremendous unfilled demand for extraordinary news and feature pictures." It was aimed at a broader readership than Life, promising trade papers that Look would have "reader interest for yourself, for your wife, for your private secretary, for your office boy."
Read more about this topic: Look (American Magazine)
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