Take Your Revenue Up a Notch, Generate More Revenue, Revenue Maximizer, Magazine Printing, Magazine Printer

Magazine covers demand more attention from a publication’s creative staff than any other page. That’s because publishers, editors and circulation directors understand the impact a cover has on both newsstand sales and the brand. Studies indicate that as much as 80 percent of consumer magazines’ newsstand sales depend on what is shown on the cover— a critical success factor for many publications.

Covers also reinforce the brand, whether you publish a business or a consumer magazine. And the average reader spends only three to five seconds scanning a magazine cover to determine interest in that issue, which puts a lot of importance on first impressions.

Design authorities such as Michael Beirut of Design Observer see a continuing shift from visual idea to visual formula in cover design. He believes this is occurring because of a parallel shift from editorial priorities to marketing priorities as publishers compete to deliver more readers to advertisers.

This results in design trends such as more cover lines based on the premise that the more you offer readers upfront, the more likely that something will appeal to them. While purists may regret this direction, there is no arguing that a magazine’s cover must now attract the broadest range of readers possible to remain economically viable.

There are many cover production options that can help you build readership and advertising revenue cost-effectively. In fact, modern press and bindery advancements continue to make cover enhancements more affordable and intriguing than ever.

But don’t dismiss the power of pure imagination. A classic example is the MAD magazine fold-in cover that was introduced in 1964 in response to Playboy magazine’s foldouts. The fold-in cover consists of a single drawing, with a paragraph of text underneath, and a panel across the top with a question. Under the instructions are two arrows labeled 'A' and 'B'. When the paper is folded so that points 'A' and 'B' are touching, the text under the picture becomes the answer to the question, and the picture itself changes into a fresh image reflecting the new text. The fold-in continues to be a popular attraction for new and long-term MAD magazine readers who look forward to this simple, fun and interactive cover device.

Example of Mad’s folding covers as reported
by the New York Times, March 28, 2008.

From MetalFX^® and personalization options to attention-demanding folds and specialty printing that includes stamping, embossing and reflective papers, the possibilities are endless.

Naruto used foil stamping and embossing for the cover with contrasting matte printing inside.

Folding options are an especially effective and economical way to generate more revenue. A research study from Starch Research indicates that nothing pulls like cover ads, and special folds attract even more attention. Gatefolds are the most popular with single gates providing a powerful cover spread on either the front or back cover.

Double gatefolds (panoramic spreads) offer a spectacular foldout display spanning both covers. They’re great vehicles for launching a new brand, a relaunch, as an attention-demanding way to kick off a new campaign or to ensure that a message stays top of mind. Panoramic spreads are also excellent for photo shoots, product sections or special advertisements. Other examples of special cover folds include:

½-page flap cover with tear-off coupon—both cover and flap printed using MetalFX^®

Double-sided flap—winner of the advertiser’s contest became the cover girl for the hidden cover page.

Your advertisers know the value of both cover advertising and gatefolds. As the illustrations from the Starch Research study show, a cover page can deliver up to 20 points higher recall rates than inside pages while gatefolds can deliver up to 59 points higher. Cover positions allow advertisers to:

Since any cover treatment impacts both publishing and advertising goals, start by talking with your printer to learn the types of cover options and formats they can offer you and your advertisers, as well as cost comparisons. Be proactive in educating advertising prospects about the cover options and the value of being positioned on cover pages. Identify enabling advertising partners and discuss with them their needs and the options available.

Want to go to the next step? Get personal. Nothing draws attention like personalization, and today’s advanced technology allows you and your advertisers to speak with readers 1to1, beginning with the cover. Learn more on how to MatchUP! your covers with subscriber data.