Look and Learn Donation

Recently a donation of Look and Learn came our way. This was a weekly magazine for children, and ran from 1962 before closing in 1982. We now have very nearly a full set, and some duplicates we can use for the adverts.

I can remember being vaguely aware of Look and Learn as a lad. A mixture of articles of broad interest for a younger audience, with some cartoons as well, it was intended to educate in a world before Google. All bases are covered, for example history, geography and science. The world view is, well, Anglocentric and deferential and reinforces a belief in a gentler and simpler world, one where to be Christian and white was what nature intended. Each article is lavishly illustrated with drawings – photography is rare.

The first issue, of 20 January 1962, cost a shilling (and therefore made it quite expensive) and sets out its stall for subsequent themes with a front cover on the Prince (and previous Princes) of Wales and their ‘fight’ and ‘right’ for the throne. Initially a 24-pager, it went on to peak at 40 pages before finishing on 17 April 1982 with 32 pages and by then costing 40 pence. In that final issue the editorreported that ‘we simply do not sell enough’ to make ends meet.

Actually, Look and Learn is not much good for advertising – most issues have no advertising at all, but occasionally adverts do appear, often for breakfast cereals or chocolate bars. Talking of which, Cadbury’s back-page, full-colour advert for the ‘Laughs’ bar, costing 3p, of 2 June 1973 had us scratching our heads as none of us could remember it. Does anyone else recall this?

The collection came from Stuart Shafron who lives in Kent and was able to deliver it to our south-east representative (ok, Richard’s daughter). Our thanks to Stuart. We already had a handful of poor quality issues and are able now to replace most of these.