Look at how Ladies’ Home Journal changes its cover to appeal to two different audiences: newsstand buyers and subscribers. The cover photo is identical.
The newsstand cover (below) has:
• far more cover lines—on both sides, so it doesn’t matter if other magazines on the newsstand cover the left, right, or even the bottom.
• varied typography, both in color and size. The giant “Paula Deen’s Halloween” is designed to grab you from two to three shopping carts away.
• a number—essential, in magazine lore, to grab the reader quickly and to imply value.
• the barcode, which drives art directors nuts. Not the prettiest cover element.
The subscription (above) cover has:
• more subdued typography—the same size, with no giant cover lines.
• an airier look—the buyer has already signed up, so no need to charm her with numbers or multiple sell lines.
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