Within weeks of its debut, more than a million copies were bought of each issue, and it became a biweekly. By 1948, it sold 2.9 million copies per issue. Circulation reached 3.7 million in 1954, and peaked at 7.75 million in 1969. Its advertising revenue reached its highest point in 1966 at $80 million. 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.