During the 1950s and 1960s, the most popular comic for older age-group boys was "Eagle" published by Hulton Press. "Eagle" was published in a more expensive format, and was a gravure-printed weekly. This format was used originally by "Mickey Mouse Weekly" during the 1930s. "Eagle"'s success saw a number of comics launched in a similar format — "TV Century 21", "Look and Learn" and "TV Comic" being notable examples. Comics published in this format were known in the trade as "slicks." At the end of the 1960s, these comics moved away from gravure printing, preferring offset litho due to cost considerations arising from decreasing readership.