Seeing Double

I’ve noticed that so many magazines are now doing double covers. It makes sense: with many magazines struggling to stay afloat, publishers and designers are experimenting with new ways to keep their magazine successful, from iPad apps, to charging for their online content, to these double covers. A double cover, er, doubles the chances grabbing a potential buyer’s interest.

The current issue of LOVE has both Kate Moss and Justin Bieber on the cover – haven’t caught Bieber fever yet? Well, surely you must still love Moss. It also offers the opportunity to post twice as many cover stories, without cluttering the front paper. More into London’s electronic music scene than Pittsburg hip-hop? Well, still pick up a copy of Fader’s Spring Style issue because they’re featuring both!

Generally in stores, more than one copy is exposed at a time. But this may be less effective in the many small bodegas dotted along NYC’s busy streets, where usually only one copy of each magazine faces forward. I wonder are publishers losing a lot of revenue by not having an advertisement on the back of the magazine anymore.. Hopefully the increased sales will pay off. I love a good magazine so I hope all these new initiatives work!


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