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Covers Sell

Compare and Contrast

Posted by Scott On April - 17 - 2011

Maclean’s magazine has been reprimanded by the Quebec Press Council for a controversial cover last year that featured beloved Bonhomme, the Carnaval snowman.

http://www.ctv.ca/CTVNews/Canada/20110413/macleans-cover-controversy-110413/

As discussed in my blog post last week, magazines like Maclean’s and Toronto Life appear to be held to a higher, or shall we say different standard by the journalistic community, then a highly profitable and well-read alternative publication like NOW.

Compare and contrast the Maclean’s cover to the NOW cover:

One cover features a human being, the other a cartoon

One cover suggests an “evil plot”, the other points to history

One is formally slapped, the other laughs all the way to the bank to cash checks from sex-trade ads

Maclean’s offered an apology, while NOW offered no apology and further exploitied the controversey on their web site

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Scott Bullock’s Newsstand Cover Quiz Show is legendary in the industry. Using covers as the catalyst, this interactive and entertaining format is a light-hearted but hard-hitting spin on Packaging 101. Testing the cover savvy of magazine professionals across disciplines, the Quiz Show pits publishers against editors, circulators against art directors, retailers against wholesalers -- ultimately leading to new common ground in the quest for better covers. Scott is the Owner of Circ3, Smart Circulation Solutions, a circulation consultancy. www.circ3.com

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