The ACT 6 Conference Addresses the Newsstand

In 2009 I was excited to hear that Dr. Samir Husni (aka Mr. Magazine) had launched the Magazine Innovation Center at the Meek School of Journalism at the University of Mississippi in Oxford. I thought it was past time that the conventional wisdom was challenged. Yes, the world of information is changing. Yes, digital is the future. But did that mean that digital was the only future? While we  embrace digital, revise how we look at media and magazines and journalism do we have to dance so happily on the grave of printed magazines?

One of the missions of the MIC is to host conferences that discuss the business of publishing in an open and free ranging forum. The conferences are called ACT (ACT is the acronym for “Amplify, Clarify and Testify.”) At the first ACT conference I was thrilled to see speakers beyond the usual batch of insiders who spoke at most magazine conventions. Better yet, we got to hear from a wide range of Samir’s publishing acquaintances from overseas and learned how they were addressing the changes in the magazine world. And even better than that, the auditorium in Overby Hall was filled with journalism students, undergraduates and graduates who were there to learn about magazine publishing and what the future may hold for them.

This year, the ACT conference was in the Spring (April 20 – 22) instead of the Fall.  After five conferences that focused on a wide variety of topics, this years’ ACT featured several panels on the struggles of the newsstand side of the business.

Day One of the ACT conference kicked off with an industry overview from Tony Silber of Folio Magazine. It was followed by a very lively and informative address from Sid Evans of Southern Living Magazine.

Day Two took on a whole different form.

The conference kicked off with an historical overview of the makeup of the newsstand distribution industry from John Harrington, a consultant and editor of the New Single Copy newsletter and former head of the industry trade group, The Council for Periodical Distributors of America (CPDA). John is a long time industry veteran and he was able to lay out for many conference participants how the newsstand was organized, how it had worked for many years. Finally he explained why the industry experienced such rapid consolidation and had arrived at such a precarious position in the second decade of the 21st century.

But for any newsstand veteran, the surprise was the next panel, “Reimagining The Newsstand”. This was a remarkably open and frank discussion between several publishers, a major magazine wholesaler, and the major supplier of books and magazines to Barnes & Noble. The panel was moderated by Gil Brechtel, a former magazine wholesaler and current CEO of MagNet, a data service that provides publishers with store level information on their newsstand sales. The members of the panel were: Shawn Everson of Ingram Content, David Parry of TNG, Hubert Boehle of Bauer Media, Andy Clurman of AIM Publishing and Eric Hoffman of Hoffman Media.

While it was not that remarkable to have wholesalers and publishers on a panel discussion, this panel was more lively and open (Perhaps because we were nowhere near either coast?). Before the panel opened, each participant was given the opportunity to give a short presentation on their side of the business. This was incredibly informative. I could understand, fully for a change, the incredible pressures that TNG operates under (High fixed costs, pressures from retail customers, competitors for space within those retail customers, pressure from magazine suppliers). I could see why a publisher from another country (Hubert Boehle of Bauer) would view the American newsstand with a skeptical and quizzical eye (Germany has similar sales volume as the US, yet a higher sell through and lower remittance to the retailer). It was fascinating to hear about the transformation of Ingram from a strictly magazine and bookstore reship operation into a multi-channel company that also profited from digital production and distribution was impressive and remarkable.

Did the panel fix the newsstand?

Of course not. The challenges that face the newsstand distribution business can’t be fixed in one morning. But to my mind, this was the first of what should be many open, frank, and engaging discussions. We should continue this conversation. You can watch the presentation below:

 

This panel was followed up with another MagNet sponsored panel titled “Cover Data Analysis for Editors”. This was led by Joshua Gary of MagNet and included Brooke Belle of Hoffman Media, Josh Ellis of Success Magazine, Liz Vaccariello of Readers Digest and Sid Evans of Southern Living. From my perspective, this was another successful panel. It was refreshing to hear from editors who understand that newsstand copies are the public front door to their magazine. That something designed to appeal to a potential reader could make that part time fan of the magazine a full time paying subscriber.

 

Consider the potential streams of revenue open to magazine publishers today: Events, e-commerce, newsletters, blogs, video, subscriptions. Ask yourself, why wouldn’t you put your best foot forward with every single issue that hits the newsstand? Why wouldn’t every newsstand cover be a piece of art instead of the very last thing you think of?

I don’t know. Any art directors or editors want to chime in?

Screen Shot 2016-05-04 at 10.33.04 AM

The MagNet cover panel discusses the impact of discounted sub on newsstand sales.

In a March editorial, Tony Silber, the VP of Folio Magazine stated that the fate of the newsstand is not the same fate of print magazines. Tony correctly points out how the channel no longer generates much, if any profit. That racks are “truncated”. That many editorial pursuits have moved online. His address at the opening of the ACT conference was inspiring. But on this point I’d have to disagree. What has happened to the newsstand could very well be the fate of the printed word if publishers do not pay attention to all aspects their business. If all they do is react.

The fate of the newsstand is the fate of any business if the participants pay no attention the rumblings of their customers or suppliers. If you don’t watch and respond to trends, the fate of the newsstand is waiting for you.

If we want readers to buy newsstand copies, we have to give them a reason to do so. If we want the newsstand channel to be profitable, then the participants in the channel have to cooperate and on the same page about who, how, when and how much they will get paid.

Recently a supplier contacted one of my customers and rather (Rudely I thought) informed them that they were not profitable, that they would have to switch to another form of discount and that they would have to agree to this right now this very minute or else they would be dropped. A quick review of this distributors sales showed that their sales losses were significantly higher than anything else this title had ever experienced. Moreover the discount structure that the title was currently declared “unprofitable” had been imposed by the distributor in an earlier “either/or” declaration. In other words, the losses this distributor incurred were self inflicted. Why? Because they took their eye off the ball and didn’t think long term.

When will sales stop declining? When we give readers a compelling reason to buy. When the producers of the content, the publishers decide that it is a channel of sales that they should pay attention to. In fact, during the ACT conference, we heard from several publishers who are doing well on the newsstand precisely because they are paying attention to their business.

It’s my hope that the discussions that were started at this years ACT conference continue. The alternative is a continued drift. At a certain point, we need to stop the drift and chart a new course. That point really is now.

Put This One in the “WTF” File!

Back in the day, back when there were more than 300 magazine wholesalers and eight or nine national distributors, the coveted jobs were often the ones where you worked directly for a magazine publisher. The big publishers: General Media, Playboy, Conde Nast, Ziff-Davis, all had people out in the field. According to an old “Bunny Book”* from 1990 that I found in a recent sweep of my office, Playboy Magazine had at least eleven people working in the newsstand department: Five people in the field, one in marketing, and another five in the corporate offices.

If you were a national distributor rep toiling away for Curtis, Kable, Select or ICD, a job with one of those publishers was a ticket to more pay, travel and career success.

Even smaller publishers often had people out in the field. I worked for Outside Magazine, a single title publisher and we were a department of two. When I wasn’t working on specialty sales I was sent out once a month into the countryside where I would call on upwards of five or more magazine wholesalers in the course of a week. I recall a US News and World Report representative joking that he worked for two magazines: “US News is one. World Report is the other,” he quipped. I guess you could call that rep room humor.

Which brings us to the unexpected news from late Thursday afternoon: Harris Publications is closing it’s doors. This forty year old publisher may be one of those companies where you might have recognized the title, but never realized how many titles the publisher actually produced. Harris published upwards of 75 different magazines running the gamut from The Harris Farmer’s Almanac to Celebrity Hairstyles, Who’s Who in Baseball, Survivors Edge, Naturally Danny Seo and Dog News. If a trend got hot on the newsstand, Harris wasn’t far behind with a new title launch.

In fact, I had a running joke with myself whenever I came across a new magazine on the newsstand that I didn’t recognize: I’d pluck if off the rack and before I turned to the staff box to see who the publisher was (and if they had a consultant), I’d say, “I bet this is a Harris special!” I was often right.

Back when there were more wholesalers and distributors and field people, I frequently ran into Harris reps. Aside from being really great people, I was always impressed with how much they knew about the wholesaler system and the retailers that were serviced. They knew which buttons to push, which retail buyers were open to new titles, how strict certain distribution managers were with authorized lists, who the best route supervisors were and which general mangers you wanted to stay as far away from as possible.

So is it surprising to see that Harris is going to “wind down” it’s operations? Well, initially I’d say yes.

In fact, the headline for this post is exactly what I said. “WTF?”

But on reflection, maybe it wasn’t that surprising.

It seems to me that Harris was always something of a “newsstand first” type publisher. While that may not be impossible to do even in today’s market, it is certainly a risky way to run your publications in the first year of “Off Invoice RDA” and POS sales reporting. In 21st century publishing you need a lot of revenue buckets to make things work. I could be wrong, but Harris titles never seemed big on subscriptions or advertising and I wonder how big their digital efforts really were. In a letter to industry partners, Stanley Harris acknowledged the changes in the publishing industry and then said,

“We have tried mightily to persevere against these forces, but have been unable to overcome these challenges.”

So perhaps the management at Harris felt it better to fight how the industry was changing rather than hop on and try to wide the waves?

Most people don’t really like change. I can understand that. One of the things that I find interesting about the newsstand industry is that it is constantly changing. When I entered it in the early 1980’s there were some long time employees in some of the rep rooms I worked in who lamented that things hadn’t been good in the business since the 1970’s when “They started hiring all those women and bringing in those computers.” Now those gentlemen were real dinosaurs. Nice guys, often, but dinosaurs.

The loss of Harris is a blow to this business. We need the numbers and revenue from those titles. We need them on the checkouts and mainlines. We need them in feature pockets and flex pockets. Harris’ distributor is certainly going to feel pressure from this closure and that is not a good thing. Hopefully the better titles can be salvaged and made competitive for today’s market and their employees can find new homes and continue to work in magazine media.

In the meantime, I’ll stay on the foredeck and wax my surfboard.

I'd rather be here...

 

*: The Playboy Bunny Book was the official listing of all “Playboy Approved” magazine wholesalers in the US and Canada. It was a coveted possession because it had the address and phone number for all of these wholesalers. As an added bonus, it had phone numbers for the wholesaler sponsored “Rep Rooms.” How else could you reach your traveling companions in the days before cell phones? For those reps who were looking for new employment, it also included listings of all the national distributors and their key personnel and phone numbers. In the early 2000’s Playboy ceased publishing this directory.

Bunny Book 1990

A scan of the cover of the 1990 Playboy “Bunny Book”

 

102 Days Into The New Year (The Official Pie Chart)

We entered 2016 one hundred and two days ago short one national distributor. For those members of the industry who followed the swirl of events that lead to the downing of that storied company’s demise, a lengthy list of questions remain:

  • Have the remaining players in the industry gone into hunker down and protect what’s left mode?
  • Will we see further shake outs in the shrinking pool of national distributors and wholesalers (It certainly seems like there are some employees in this business who would gleefully welcome such a prospect. Or least the opportunity to gossip about it.).
  • Are we finally in a space that resembles the future of the newsstand business or are there more developments to come our way that involve a restructuring of how we do business?
  • Will they be positive?
  • Will we innovate how we sell magazines to the public?
  • Will we see some common sense applied to how we price single copies and sub copies (Most likely not, but I have to ask.)?

Aside from being somewhat aghast at the industry participants who seem excited by another untimely exit of an industry partner, my answer is mostly “I don’t really know.”

I asked a few people who worked with Kable where they were 100+ days after the company was ejected from the newsstand and here’s where they were:

99 Days After Kable

So where are you in all this?

 

A BoSacks Reader Speaks Out

Precision Media Group leader Bob Sacks was an early adopter and claims to have America’s “Oldest e-Newsletter”. Five days a week you can open up your email and find three interesting and timely articles Bob has selected that cover a variety of trends and topics of interest to the magazine media business. Bob often includes his own insight and wit to many of the articles. On a regular basis he collects and then publishes the thoughts and responses from his readers.

Two weeks ago, I posted “Maybe We Should Rephrase The Question”, asking if perhaps it was time to stop lamenting the decline of the newsstand and instead see what was working and how we could replicate that on a grander scale. The post appeared in the newsletter and along with a huge lift in visitors to this blog, one of Bob’s readers responded to the post with a series of suggestions on lifting newsstand sales.

I’ve reposted the questions below along with my own answers. The questions are good and I hope they spark a discussion about what works, doesn’t work, and could work on the modern newsstand:

Question: What if there were five times as many places one could buy a magazine (not every magazine, but a magazine)?

At a national level something like that has happened – although not to the level you  propose nor in terms of the quantity of retailers with mainline magazine racks.

There are many places now where the “newsstand” is a select group of titles that reflect what the retailer carries. Home Depot, Orschelns Farm & Home and Toys R Us are just three examples.

Twenty-five years ago, many chains in these categories did not carry magazines.

 

Question: What if we made the newsstand inconvenient?  Like only one in a community instead of every line at the grocery?

You must be thinking that scarcity would drive up demand?

In some communities newsstands are scarce. But perhaps not in the way you are imagining.

The local wholesaler no longer exists and neither do the bookstores or newsstands that the company owned. Locally owned stores or regional chains (Think Arbor Drugs in Michigan or an IGA Supermarket) that used to carry a large assortment of magazines have been sold and merged into a national chain and the only place to get a magazine is at the Wal-Mart or Walgreens. Both now have smaller mainlines and checkouts.

The question isn’t so much scarcity of magazines so much as the dip in demand for newsstand copies of magazines and the changing habits of the shopper.

Question: What if newsstands were a drive-through?   

Interesting! There is (or used to be) a “drive through” convenience store chain in northern Ohio. I do recall them on some “dealer guides” (remember those?) back in the day.

A more modern variation on that could be the “Pick Up” locations that the grocery chain Peapod has developed. But you’d have to have a committed program with the retailer. This means that someone in the current chain of delivery would have to think the idea is worth pursuing.

Frankly, it would be great (and simple) to include single copies of magazines in home deliveries of goods. My concern would be how to get the public to buy in and make it a habbit.

 

Question: What if magazines were sold in pairs of titles rather than one at a time at retail?

Clearly this question was asked by someone who has never seen an adult magazine “pack”.

Tongue now out of cheek: That is happening on some levels. Hearst sold a “pack” of their Fall Fashion titles this year in a gift box. Fantastic idea!

Local city publishers will often polybag a “Home” or “Fashion” supplement with their main title.

The real issue is always cost. Doing this isn’t cheap. ROI is not guaranteed. Think of the challenge if it were a case of “co-publishing” and two different publishers were involved.

And staffing. Having enough people around to make it happen is usually a challenge.

 

Question: How can we enhance the value of the single copy?

By charging a more realistic price for a subscription?

Question: What if single copies were sold and distributed monthly to people who meet for social reasons already?   

A great idea! Let’s staff up!

In the audited circulation world, that can often be looked at as “verified” or some sort of club membership subscription – not single copy. Or it could also be some sort of paid bulk circulation. Again, the issue is finding the right group, selling them on the title, getting them to agree to a price that will pay for itself, and making the effort worth the while.

As an example, a sports book I once worked with had the great idea of selling the magazine as an added value to local sports clubs. Great idea. But hours of labor to find, locate and then sell the program to one local club would at best yield a hundred or more in a bulk delivery at a severe discount. It’s often a question of resources. Time, Inc. or Hearst may have the resources, a small circ title doesn’t.

 

Question: What if a fresh People magazine went home with every customer at a hair salon?

Joe Ripp is a little busy right now. And, see above for AAM circulation rules.

Question: What if a fresh copy of Real Simple went home with everyone who spent $50 at Home Depot the first week of every month?

See above. But I imagine that if an RS competitor is reading this….

Your timing is perfect! At a client meeting last week, we pitched this idea for a different title in a totally different retail environment. It is still on the tickle list so we’ll see where it goes when we meet with the buyer.

Question: What if newsstands become emporiums that sold what was advertised in the magazine(s) associated with the emporium?

If I’m reading this question correctly, you’re suggesting that a publisher try to compete with Wal-Mart in both physical and e-commerce?

If I’m not (reading this correctly), in reality one of the “pros” that we use when we pitch a magazine to a retailer for authorization is that the people who read the magazine will be in their stores looking at their wares and that the products advertised in the magazine are already in the store.

A more advanced variation on this theme can, and should be: Some level of cooperation between the publisher, manufacturer and retailer to bring potential readers into the store and purchase both the magazine and the ware. To varying degrees of success, publishers have attempted this. However, the idea is far more simple than the execution and it again, often comes down to a question of staffing and ROI.

Does Bob’s reader have some good ideas? Can we make some of this happen on the newsstand and will it lift sales?

If you’re not a subscriber to the BoSacks newsletter, click on this link and sign up. It’s well worth your time.

 

Maybe We Should Rephrase The Question

 

 

The next round of AAM and BPA reports are due out soon. Come on, you know where I’m going with this opening paragraph. The numbers will be released. Then the writers for Folio and Media Bistro and all the others will jump in and recite the numbers and, no doubt, newsstand will not look good. Someone will publish something that gives us all a stern warning.

Someone will ask, “Where’s the bottom for newsstand? ”

People will get defensive.

An industry thought leader will write, “How can they maintain these losses? Surely no one is going to the newsstand anymore!”

So I am thinking, maybe we should rephrase the question. Because, frankly, at this point, who knows?

So let’s not ask, “Where is the bottom?” and instead ask:

“What is working?”

downsized_0214131042

This is not working.

“Why is it working?”

Dominicks Racks

Clearly that didn’t work.

“How do we replicate that?”

“How do we engage our publications’ audience and encourage them to buy a single copy?”

We know single copy sales are a declining industry. But even within that decline, there are sparks of light. Why is that? Was it luck? Deliberate?

There are publishers who are innovating and seeking out new markets. Some are in non-traditional markets, others within the tried and true. Who are they and what are they doing? Is it niche specific? Title specific?

Can we turn this around?

I think it’s highly unlikely that we will see some sort of massive turnaround. As a business, we shouldn’t be looking for or hoping for the next TV GuideCosmopolitan, or People. Instead we should be looking for the next Backwoodsman or grow an emerging category like adult coloring books.

Keep in mind, our industry has adapted to and accepted many changes that some traditionalists thought would never change. So the next challenge is to adapt to the new realities we face (and share) at retail, the same ones that other marketers are facing, and see how we can continue to attract an audience.

So my question to you is:

What’s working out there? How did you do it and can you do it again?

 

 

Four Runner Ups To Best Cover of The Year. Plus The Most Egregious Cover of 2015!

Last week, I offered up what I personally thought were the ten best magazine covers produced in 2015. The response has been mostly positive and rather enlightening. And to answer one correspondents question:

“There’s no way I could possibly see all of the magazines on the newsstand. But the person who works the receiving dock at a magazine wholesaler probably has seen most of them.”

In the end, the selections are personal.

So why offer a list of Runner Ups? Why offer what is often considered by some to be a participation trophy?

The answer is simple. My desktop folder of 2015 covers is pretty large by my standards. More than 80 different covers were considered. Thirty eight made it into the initial list for the top ten.

Therefore, for your consideration, I’d like to offer these five for you to look at, think about, and ask yourself, “Should they have made it into the top ten?”

Food for thought.

The Runner Up Best Covers of 2015 

Fur-Fish-Game September 2015 90th Anniversary Issue

FFG-Sep15-Cover

Happy Birthday!

This September, Fur-Fish-Game Magazine celebrated it’s 90th consecutive year of publishing. This monthly magazine has always featured an illustrated cover and often the images are striking. This issue perfectly captures the wilderness and the audience that the magazine services.

Entertainment Weekly Special issue honoring Leonard Nimoy

 

leonard-nimoy-entertainment-weekly-2

“Of my friend, I can only say this: of all the souls I have encountered in my travels, his was the most…human.” Captain Kirk

The soul of the original cast of the Sci-Fi TV show “Star Trek” was found in Leonard Nimoy’ s portrayal of the logic oriented alien, Mr. Spock. This shot perfectly captures how Nimoy played this part. Not for laughs, not too stiff. But approachable, intelligent, someone to model yourself after. Someone human.

Put A Egg On It  Issue #7

putaeggonit vol9

This cover just makes me smile.

To be completely honest, I have to confess that I have never actually seen a copy of this magazine. Their distribution is tiny and it’s a long ride to the nearest store that may or may not have a copy.

And I really don’t like magazines that use issue numbers rather than cover dates (stale magazines are stale magazines).

But what a fun name! What an interesting logo. And I’m a sucker for food magazines. And I am going to go looking for a copy.

Teen Vogue August 2015

Aug 15 Teen Vogue

Teen Vogue’s August cover got a decent amount of attention for featuring three black models.

Leaving aside the fact that mainstream magazines need to acknowledge the presence and contribution of persons of color to the fashion world, it’s simply a great cover. Cover lines, poses, color. This is a great cover. And a great message.

The Most Egregious Cover of 2015

Interview Magazine December 2015

Kylie Jenner December Interview

Just…no.

Frankly, I really don’t have anything against the Kardashian clan. They figured out a way to access fame and turn their small, tidy fortune into a big sprawling fortune of fame, fashion and reality television. Well played Kris Jenner.

Likewise, while I’m a fan of social justice, I’m not the type who opposes able bodied actors portraying persons with disabilities.

But my issue with this particular part of the shoot was that it was supposedly exploring her image as an “object of vast media scrutiny.”

Sorry Kylie. Before you were 18, you were the subject of your family’s control. Now, as an adult, you are volunteering for the scrutiny. Your fame and fortune does not disable you. You’re only a poseable plaything if you allow that to happen to yourself.

What magazine covers did you see in 2015 that you think deserves mention? Anything out there that you found particularly egregious?

If you want to see what magazine covers made the cut in previous years, click on this link.

The “Top Ten” covers of 2015 can be found by clicking on this link.

 

The Top Ten Magazine Covers of 2015: The Completely Biased, Highly Subjective, Unscientific List

Well, that’s (almost) over. Depending on what list you look at, either we had a giant bumper crop of magazine start-ups, or we held our own. Print subscriptions are getting sold for next to nothing, digital subs are going nowhere, and newsstand circ is somewhere in the neighborhood of Hades.

If anyone can find a 24 foot mainline in their neighborhood supermarket, let me know.

But the actual magazines. They looked great. Lest we forget while we drool over the digital gee-gaws and debate pricing policy, in the end, it’s all about the written word, the way the written word is laid out, the way the pictures help tell the story.

How do we attract our readers? With great covers.

Other “Top Ten” lists demonstrate the best sellers or look at the top titles from the top companies. Here on the Titanic, with the deck now listing bow down at 40 degrees, the rules are the same as they were in the past two years: What grabbed my attention as I walked by? What made me stop, back up, take another look and pick it up.

For complete transparency: in a few cases some of these selections were brought to my attention via an internet based article or news release. In those cases, I went out in search of a copy (I’d highly recommend using MagNet’s “MagFinder” app) after seeing the great cover in pixels. The future of bricks and mortar retail will be in how we use digital to encourage people to leave their homes.

Please stay tuned because in the next post  I’m giving you four “Runner’s Up” and for the first time ever on the Titanic, a brand new award: “The Year’s Most Egregious Cover”. Is it going to be clickbait? Oh, you bet.

The Ten Best Covers For 2015

#1: Time Magazine May 5, 2015

Here’s a great case where black and white and white and limited cover lines tell the story. How stark. How immediate. How recognizable. The point is quickly made and simple to understand.

Time May 11 2015

Is this Ferguson in 2015? Or 1968?

 

#2: Hi-Fructose Magazine Spring 2015

Timing is everything. About the time the movie Big Eyes about the artist Margaret Keane arrived, Hi-Fructose Magazine put a perfect demonstration of a perfect illustrated cover onto the rack. Again, all of the cover lines rules are broken, but in this case, they are not necessary.

Hi-Fructose-v34-cover-e1419442347590

The illustration says it all.

#3: Paleo Magazine June/July 2015

Food magazines continue to thrive on the newsstand. Take a look at any sized mainline and what you will see is both regular frequency and book-a-zines taking up more and more space. I have to admit that I didn’t know much about the “paleo” diet movement. After stopping, backing up, picking up, and then buying the June/July 2015 issue, I learned something new. And come on, that salmon looks really good.

06-15_Paleo-Magazine-cover

Seriously, that looks really delicious!

#4: Hour Detroit Magazine August 2015

All city magazines have “Food” issues and “Best Restaurant” issues and “Best New Chef” awards. They sell well, everyone likes them, and they’re a great way to show the world something unique about your community. But doing a good food cover is not easy. Hour Detroit accomplished that feat this year. Who knew vegetables could look so good?

hour-aug15-issue-da003c65

None of those vegetables came from my garden.

#5: Wonderland Magazine March 2015

While I don’t think I match the target demographics of this UK lifestyle import, I look for every issue at my local Barnes & Noble, follow them on Instagram and just find their editorial and their social media very intriguing. For the second year in a row, Wonderland gets placed in the top 10 covers. This year they break the rules about black and white covers. Successfully.

Wonderland Feb-Mar 15

Kristen Stewart was featured in the March issue.

#6: Tie – Ebony Magazine November 2015 & New York Magazine July 27, 2015

How many covers did the Cosby Show snag back in the 1980’s? How many young men and women wished their dads had the wit and wisdom of Clifford Huxtable? The sheer immensity of the rape allegations against Bill Cosby and the betrayal the black community felt because of them is clearly, poignantly and brilliantly on display in both of these covers.

#7

A sad story, powerfully told.

#7: Tie – The New Yorker  January 19, 2015 & Bloomburg Business Week April 6, 2015

It takes a moment to remember that before this Fall’s terrible terrorist attacks in Paris, there was another attack in Paris on the offices of Charlie Hebdo magazine. This illustration says everything with just a simple twist on the iconic Eiffel Tower. No cover lines are necessary. On the other hand, Business Week’s cover says everything with the image. But the headline, “The IRS Sucks” will fool you unless you read the tag line and realize that they’re talking about the people who work for the embattled tax collection agency.

Copy of Entertainment Weekly

Two eloquent covers, one with words.

#8: Redbook Magazine September 2015

While “authentic” is an overused and abused buzzword in the world of marketing, Redbook went with it anyway with their powerful Fall cover that featured “Real Women” (Not actresses or models). Did it work? You bet.

o-REDBOOK-SEPTEMBER-COVER-facebook

Real women, real fashion.

#9: Dazed & Confused September 2015

I have to admit that this difficult to find UK import was one I didn’t find on the racks. I follow them on social media and this issue made me click through to see the cover. I think it’s a perfect example of how the alternative fashion ‘zine world completely obliterates all of the rules about successful newsstand covers, and is still successful. If I’d seen this on the racks? I would have stopped and picked up a copy.

Dazed September Covers

Click on this!

 

#10: Canoe & Kayak  June 2015

This activity magazine from the publisher formerly known as Source Interlink hits all the right high notes with their traditional but engaging cover. Beautiful blue serene waters? Check. Great cover lines focusing on the “Best” and even “26 Best”? Check. Does anyone know the science behind the trend of three separate topics in the skyline? I see it everywhere and I actually like it.

Canoe Kayak June 15

Admit it, you want to be there.

And there you have it. A completely subjective list of the best covers of the year. In the comments below, feel free to chime in with your selections for the best things you saw out on the newsstand.

Next up! The runners up for best cover and the first annual “Most Egregious Cover of The Year.”