Look has now been downloaded from magazine heaven by Andrew Yarrow, a reporter and the author of five other books. His lavishly illustrated “Look: How a Highly Influential Magazine Helped Define Mid-Twentieth-Century America” aims not only to rescue the glossy from obscurity but also to burnish its reputation for courageous journalism. In the process, he sketches a compact social history of the country from the Depression to the dawn of the 1970s.
Look was created in 1937 by Gardner (Mike) Cowles Jr., a Midwestern newspaper publisher, just a year after Henry Luce started Life, with which it competed and was compared. Look, Mr. Yarrow claims, was an “iconoclastic—even radical—magazine” full of “powerful photojournalism and “tough-minded optimism.”
To make his case, he has pored over yellowing back issues and microfilm in university and other libraries. Mr. Yarrow is a zealous researcher. It’s hard to imagine that he’s failed to mention any Look article on subjects from Aristotle (philosopher, Greek) to Zappa (rock musician, American), or the work of any photographer from Richard Avedon to the teenage Stanley Kubrick (before he became a movie director).
Mike Cowles was a liberal Republican, and his magazine reflected his values. It was a booster of postwar capitalism and an early crusader for civil-rights progress. The magazine both reflected and encouraged American society’s evolution away from the midcentury model of the nuclear family. In 1971 Look profiled a pioneering gay couple married secretly by their minister, and wrote positively about the lives of single women and divorcees.