It was aimed at a broader readership than Life, promising trade papers that Look would have "reader interest for yourself, for your wife, for your private secretary, for your office boy".

During that 25-year period, the FWAA team was introduced on national television shows by Bob Hope, Steve Allen, Perry Como, and others.

[10] Of the leading general-interest, large-format magazines, Look had a circulation second only to Life and ahead of The Saturday Evening Post, which closed in 1969, and Collier's, which folded in 1956.

Its New York editorial offices were opened in the architecturally distinctive new 488 Madison Avenue in 1950, dubbed the "Look Building", on the National Register of Historic Places since 2005.

[10] French publisher Hachette brought back Look, the Picture Newsmagazine in February 1979 as a biweekly in a slightly smaller size.

[12] After the closure, six Look employees created a fulfillment house using the computer system newly developed by the magazine's circulation department.

Bauman was known for his experimental styles, and collaborated Doc Edgerton to develop the Stroboscopic effect, which proved the curveball curves and settled a longstanding dispute.

Alabama journalist William Bradford Huie was commissioned by Look and other periodicals to write articles about the Civil Rights Movement in the South.