The Press: The New Look

"America's Family Magazine" was out to raise a bigger family of readers. Last week, as a recruiting poster, Look ran a double helping of cheesecake on its cover: a hairy-chested youth and a golden-haired girl, lolling in bathing suits more fiction than fact. The whole magazine also had a new look. A new art director, Merle Armitage, had restyled the covers (with a white background), cleaned up the cramped typography, and given the magazine a fresh, well-ventilated air.

Look had never looked so healthy, or been so prosperous. In the second quarter of 1948...

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