Circulation hit a million in 1937, and success continued until the late 1940s, when the rise of television began to drain readers and the magazine lost touch with its demographic. In 1948 it lost $400,000 (equivalent to $ million today), and the next year Balmer was replaced by Wade Hampton Nichols, who had edited various movie magazines. Phillips Wyman took over as publisher. Nichols decided to concentrate on "young adults" between 18 and 34 and turned the magazine around. By 1950 circulation reached two million, and the following year the cover price was raised to 35 cents. It published articles on racial prejudice, the dangers of nuclear weapons, and the damage caused by McCarthyism, among other topics. In 1954, "Redbook" received the Benjamin Franklin Award for public service.