Salute to “Look”!

Issue 6 and Volume 112.

Salute to “Look”! A recent issue of Look magazine carried a picture story of the life of firemen and in so doing made a distinct contribution to the cause of better understanding between the public and the fire service. It matters not that the community depicted was New York City . . . nor that some of the illustrations were spectacular. The public relations impact of the article is of tremendous value to all fire fighters. The most important contribution of the story was contained in a single sentence of the short text which accompanied the photographs. It stated simply, “The Look team discovered that the fireman is the most maligned of public servants.” The conclusion summed up in one sentence the impression the editors had garnered: “They are a dedicated group—dedicated to saving property and life.” Perhaps it is because of this dedication that the fire service has paid…

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