Press: Ads to Look

When Brothers John & Gardner Cowles Jr., publishers of the Des Moines Register & Tribune, started Look ten months ago they had no idea whether they would sell 60,000 or 600,000 copies. First issue of the 10¢ monthly gravure picture magazine was a 705,000 sellout, and the present 1,700,000 circulation came in generous leaps & bounds as the monthly became a fortnightly. But Look did not decide to accept advertising until three months ago when the Brothers Cowles took Ned Doyle, a wiry, 34-year-old Hibernian, from the eastern advertising managership of Cosmopolitan....

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