Covers Sell

Covers Sell

Covers that Never Make it

Posted by Scott On February - 16 - 2012

This link provides a rare insight into how covers are developed at Newssweek magazine, by the legendary editor, Tina Brown.  It is both entertaining and enlightening.

As you might expect, the magazine goes to great lengths to come up with cover images that will help sell copies.  Anywhere from 10 to 20 conceptual cover treatments are produced every week, in order to find the one gem that might work.  In addition to the volume of options, what is also curious is just how radically different the options can be, from photos, to illustrations, from type heavy, to positively shocking.

“Every week we produce anywhere from 10-20 different cover ideas until we settle on what works best or as the story develops, so at the end of each week we wind up with a proverbial wastebasket full of scrapped concepts,” creative director Dirk Barnett writes. “The week’s cover, ‘The Politics of Sex,’ is a perfect example to kick this off.”

Here is the cover that they went with:

And here are a few of the more radical ideas that were rejected:

And the winner is ....

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Which is your favourite?  Vote Below.

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About Me

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.



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