Tuesday, January 18, 2011

Magazine cover

1. Familiar recognition from issue to issue (that’s the brand)

2. Emotionally irresistible (that’s the image’s appeal)

3. Arousing curiosity (that’s to pull the casual glancer in)

4. Intellectually stimulating, interesting (that’s to promise benefits)

5. Efficient, fast, easy to scan (that’s showing off the service)

6. Worth the investment of money and time (that’s the “What’s in it for me?”)

1. The screen is the wrong size, no matter how big it is. You can’t see it intimately as if it were in your hands.

2. It lacks scale because it is isolated in its own magic electronic world, so you have nothing real to compare it to. You can only guess at type sizes and hope they’re OK.

3. It glows in vivid colors that will inevitably turn disappointingly dull when printed in ink. A hard-copy printout may be closer.

4. Worst of all, it is virtual. It is just an illusory likeness of the physical paper product that your potential buyer will ultimately be holding. If you are producing magazines on paper, think and remain conscious of “paperness” all the time.

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