Timely Comics, initially Timely Publications, was the earliest comic book arm of American publisher Martin Goodman, and the entity that would evolve by the 1960s to become Marvel Comics. During this era, called the Golden Age of comic books, "Timely" was the umbrella name for the comics division of pulp magazine publisher Goodman, whose business strategy involved having a multitude of corporate entities all producing the same product. The company was founded in 1939 as Timely Publications, based at his existing company in the McGraw-Hill Building at 330 West 42nd Street in New York City. In 1942, it moved to the 14th floor of the Empire State Building, where it remained until 1951. In 2016, Marvel announced that Timely Comics would be the name of a new imprint of low-priced reprint comics.