Remember When 1938

It’s 1938, Look, a photojournalistic, popular magazine with a circulation of 2 million, is one year old, and Europe is immersed in the beginnings of war. However, it was the lull before the storm for Americans who were entranced by Jeanette MacDonald, Ginger Rogers and Alice Faye. They followed the boxing victories of Henry Armstrong in the pages of their favorite magazine, and the indoor sport of choice was bowling with 10 million men and women bowling regularly.

In this February 1938 Look photo spread, Joe Falcaro, Champion Match Bowler, gives tips on how to bowl a perfect strike. The pre-war years showed association membership on the rise with ABC members at 446,000 which would not peak until 1964 when it reached 4,575,000 members.•