Covers Sell

Covers Sell

New Look for 4WDrive

Posted by Scott On December - 9 - 2011

Four Wheel Drive Magazine is unveiling a new and improved look.  Coast to Coast has just taken on my client, and distribution has been increased by 43.5% for the re-launch issue.

Art Director, Cassandra Redding, did a masterful job of re-inventing every aspect of the cover, from the new logo to a completely new approach to typeography.

“I had a strong impression in my head as to how I wanted the 4WDrive audience to react to the text. I knew the typeface needed much stronger legibility and readability, while also staying appropriate for the subject matter. I chose the fonts and colours with the words “big, bold and tough” in my mind. With these thoughts and some great tips and directions from Scott the new cover came together quite quickly,” says Redding.

We added a much more powerful skybar treatment, a new logo that spells out the magazine’s name, created a tag line, committed to a main sell line for the featured cover story, prioritized the additonal hooks, used bolder fonts and colour to help the eye navigate down the cover, and cleaned up the UPC code area.

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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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