 Following the lead of "The Saturday Evening Post," in 1942 "Liberty" increased its price from five to ten cents, resulting in a drop in sales, down to 1.4 million, and advertising dollars.In 1944, the magazine was passed on to Paul Hunter, and until its final publication in 1950, a number of different owners would try to revive its former popularity, to no avail.A Canadian edition was published under a series of different ownerships, among them sports entrepreneur Jack Kent Cooke, through the mid-1960s.