This classic Food cover exemplifies the concept of Radical Clarity.
Rule #23: The 3 second Rule
Rule #24: Always ask “What are we Selling?”
In less than 3 seconds you get what this cover is selling. Red Pepper (image) + Mexican Food (2 simple words) = Must Buy!
This issue was by far the top selling issue in 2004. It sold 41,400 copies at a stunning 69% sell-through efficiency. The other 11 issues that year averaged 29,976 copies sold. So this classic outsold the average by 11,424 copies or 38.1% better. An amazing accomplishment, considering how good most Texas Monthly covers truly are, and how loyal their readers are too.
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