Covers Sell

Covers Sell

Azure goes Green

Posted by admin On March - 23 - 2013

The May 2013 issue of AZURE is stunning and, I predict, will be a big seller. 

Creative Director Karen Simpson really created a winner, that is both artistically arresting and pushes all the right buttons when it comes to selling. 

It helps that the editorial team focused in on a subject matter that is timely and where they can speak with great authority…subject matter indeed matters here.

The image is warm, bright, energetic, and creates an illusion of width.  It’s up-market, on trend, and sophisticated.

  • Great use of the cover real estate for the main sell line
  • Great use of color to help the eye travel down the page
  • Super starburst
  • Benefits abound
  • Clean and Uncluttered

Here’s what Editor Catherine Osborne had to say about this issue:

“Azure attracts both professionals and general readers who have a keen interest in architecture and design, so we look for cover images that appeal to both. It can be hard at times, but this particular house hits both notes. It’s contemporary but it also has a human scale that’s immediately familiar. You can imagine living there.  I really like that Karen kept things very clean and inviting. The colours — limey green, yellowy orange and purple (aubergine!) — really pop.  Go green” was the slogan everyone was using five years ago. But sustainability has advanced so much since then… buildings can now generate more energy than they use and passive cooling and heating systems are a regular part of architectural design. We went with “Newest Green” to make those evolutionary changes as clear as possible … that we’re talking about the next generation of green.”

And here is what Creative Director Director Karen Simpson says:

“This cover design works well because it is strong, simple, direct and warm A clear visual hierarchy moves your eye from the yellow circle graphic (looks like the ‘sun’) to the main cover line (top left position) and down to the figure bathed in warm light walking to greet you. The overall mood is clean, fresh and relaxed. There seems to be a glow in the sky created by the colours on the type, the yellow circle ‘sun’ and the warm lighting in the walkway.”

 Click to enlarge image:

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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. www.circ3.com

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