In 1968 it evolved into Creative Camera, a monthly magazine of fine art and documentary photography, which in turn, in 2000, became DPICT before its publication ceased in 2001.

[6] He instituted book reviews in 1966 (for example, of John Szarkowski's The Photographer's Eye, July 1967) and interviews (including with Aaron Siskind and David Douglas Duncan).

[5] Magazine content emphasised the aesthetics of photography over technique, and Jay encouraged his readers to initiate 'postal circles' by circulating a boxed print by mail to a group for feedback.

[13] Jay remained as editor and continued to change the style of the magazine,[14] so that it attracted more serious readers and contributors, amongst them young British photographers like David Hurn and Tony Ray-Jones.

[2] With the reorientation of content that Jay had introduced, the journal finally became Creative Camera alone in February 1968, continuing with that title through more than 30 years of publication.