Thanks for clarifying that and it’s a good point about advertising. Most of the ads in Blake’s 7 Monthly aren’t earning them much money – there are adverts for Marvel UK back issues and subscriptions, annuals via Dangerous Visions (Marvel UK’s name for their back issue supplier), plus a ‘Marvel Classifieds’ page containing small text adverts for genre shops and mail order services. The only one that might be earning them some substantial advertising money is the back-cover one – and Issue 2 chose to forgo this for a Paul Darrow Q&A. DWM 57 fares a tad better, with a full-page ad for Forbidden Planet, a back-cover ad, plus another full-page one on the inside of the back cover. Meanwhile, Look-In has a 1/4 page, two 1/2 page, a 3/4 page, and two full-page ads, along with a feature on Christmas gifts that sounds like it was probably sponsored. Perhaps Marvel UK found it easier to retain a loyal readership with fewer potentially irrelevant ads.

Carrying advertising can cut the costs of a publication. I don’t know if that’s a contributory factor to the cheapness of ‘Look-In’ compared with DWM and B7M – you’ve only mentioned one ad in all your reviews of the latter, but that doesn’t necessarily mean that there weren’t others.