The publishers evidently planned to begin publication with the January 1937 issue, but apparently couldn't meet their own deadline. The actual first issue of LOOK Magazine to be distributed was the February 1937 issue, which is numbered as Volume 1, Number 2. It was published Monthly for only five issues (February through May 1937), then switched to bi-weekly (every other week) starting with the May 11, 1937 issue. Early issues started page numbering with the front cover as page 1.
Early LOOK Magazines are a surprise and a delight!
LOOK Magazine was initially advertised as a "Monthly Picture Magazine" The earliest issues didn't have ANY advertising and were composed of photos with long captions or really short articles, creating a wonderfully eccentric character with a touch of the tabloid. Topics covered included selected Current Events, Science, Sports, Beauty, Politics, and Education. All issues of LOOK, even the earliest, had color covers.
LOOK Magazine matures.
Gradually the thickness of the magazine increased as the "picture" format changed to more lengthy illustrated articles and advertising was permitted. Later issues of LOOK magazine are more similar to the famous LIFE magazine in their coverage of American life and news, but the coverage continues to be more personal and candid than it is in LIFE.
Historical Highlights of 1937 ...
- Amelia Earhart mysteriously disappears over the Pacific Ocean.
- Big Bands dominate popular music, Benny Goodman's hit Sing, Sing, Sing has Americans dancing.
- Disney releases "Snow White & the Seven Dwarfs", their first full-length animated feature in color and with sound.
- Famous Births.. Colin Powell, George Carlin, Jane Fonda .
- Deaths... John D. Rockefeller dies at age 97.
- New York Yankees defeat the New York Giants in the World Series.
- Gas cost 17 cents/gallon.
- The Ohio River flood with damage stretching from Pittsburgh to Cairo, Illinois, 1 million were left homeless, with 385 dead and property losses reaching $500 million.
- The German airship Hindenburg bursts into flames while attempting to moor at Lakehurst, New Jersey.
- The first completely man-made fiber, nylon is used for the first time in toothbrushes.