If you happen to see a copy of Look magazine this week, rest assured you haven’t been transported back in time to when Look successfully hooked its star to photos and general culture, including a steady diet of all things Hollywood.
Time Inc.’s Entertainment Weekly is on the hunt to see if there are enough diehard movie fans to support a modern-day Look, which would rely on studio advertising for theaterical film and DVD releases.
Not surprisingly, rather than re-creating the general-interest mag that ran from 1937-1971, EW is looking to capture the mag demo of choice these days: young males.
EW sent samples of the new Look to a sliver of its 1.7 million subscribers and to a limited number of newsstands.
It’s certainly not the same old Look. In addition to celeb and entertainment news, the original mag wrote about events in the real world, such as “Hiroshima First Person” by Loraine Day (Aug. 9, 1955).
Cover of the sample issue features “The Ring Two.”
A spokeswoman for EW downplayed the chances of a full-blown Look launch, suggesting instead that people think of the test run as a “special issue.”
Movie-centric mags don’t have an easy time of it anymore, particularly in an age of information overload via the Internet and the plethora of celeb gossip tabloids. Monthly Premiere, for example, struggled trying to decide if it was a movie enthusiast mag or one with a gossipy bent.
Premiere had a better go of it last year, with ad pages up 27.1% from 2003. Still, Premiere’s monthly 2004 circulation of 500,000 was well below that of the wider-scope EW.