By the 1940s, the general interest, mass circulation magazines (with and without an emphasis on pictures) were well established. These include Life, Look, Collier’s, and the Saturday Evening Post and others. National magazines, with circulations in the millions, were an important part of national advertising strategies of virtually all major brand name products. In 1946 magazines held 12.6 percent of the total advertising market share (van Zuilen, 1977).
