Luce launched the business magazine, "Fortune," in February 1930 and acquired "Life" in order to relaunch it as a weekly magazine of photojournalism in November 1936; he went on to launch "House & Home" in 1952 and "Sports Illustrated" in 1954. He also produced "The March of Time" weekly newsreel. By the mid-1960s, Time Inc. was the largest and most prestigious magazine publisher in the world. (Dwight Macdonald, a "Fortune" staffer during the 1930s, referred to him as "Il Luce", a play on the Italian Dictator Mussolini, who was called "Il Duce".)