Cover of the week: Maclean's Rethink issue
The folks at Maclean’s are on fire. The September 27th issue, featuring Bill Gates as the Cover Boy, hits stands in what they are calling a first-ever “landscape format.” Maclean’s partnered with General Motors of Canada as the exclusive advertising sponsor of this issue…making the editorial experience an uncluttered and seamless experience for magazine readers. The ads feature a QR code for mobile device activation, another Canadian first according to Maclean’s press-release.
Jason Logan put it this way:
“It really was an interactive cover in the sense that you can’t help but pick it up and turn it. It was fun to work sideways while keeping the logo in its classic position. We had to test to make sure it would stand up, but I’ve noticed that some newsstands have it on its side which looks nice too. I have been playing with the apostrophe too (normally a maple leaf) in this case its an arrow symbolizing change and directing you to look at the magazine sideways. Our own Andrew Tolson photographed Bill Gates for the cover. Ken Whyte did the interview. Once people pick it up, I hope they check out the inside too, it actually feels really nice to read, pictures look great, somehow it just feels like a luxuriant format though its exactly the same size. Kind of proof that this old industry still has room to play.”
Another fantastic cover from Jason Logan. This is the stuff that makes publishing sexy, fun and exciting. I can’t wait to see the newsstand sales on this fabulous cover.
Jason Logan put it this way:
“It really was an interactive cover in the sense that you can’t help but pick it up and turn it. It was fun to work sideways while keeping the logo in its classic position. We had to test to make sure it would stand up, but I’ve noticed that some newsstands have it on its side which looks nice too. I have been playing with the apostrophe too (normally a maple leaf) in this case its an arrow symbolizing change and directing you to look at the magazine sideways. Our own Andrew Tolson photographed Bill Gates for the cover. Ken Whyte did the interview. Once people pick it up, I hope they check out the inside too, it actually feels really nice to read, pictures look great, somehow it just feels like a luxuriant format though its exactly the same size. Kind of proof that this old industry still has room to play.”
Another fantastic cover from Jason Logan. This is the stuff that makes publishing sexy, fun and exciting. I can’t wait to see the newsstand sales on this fabulous cover.
- Scott Bullock
Comments (13)
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13. Lief says:
Looks like they also took a page out of The Economist with some of their special reports which are always of a high quality in terms of content. Not so concerned about the Gates cover and it is a tough subject due to the provincial jurisdictions when it comes to education. But great to see innovation coming out of Rogers lately. Good on them.
12. Todd Latham says:
Since we launched ReNew Canada in 2005 (our slogan is 'ReThink, ReBuild, ReNew' everybody seems to be jumping on the 'RE' bandwagon... must help with subscription renewals and help rebuild circulation. :)
11. Editor says:
Bill Gates is indeed an odd choice; not because he's 'yesterday's man,' but because the example cited is specific only to the U.S. education system.
10. Impressed says:
And then the Brian Segal turns on his own people when Quebec cries out over a cover which speaks the truth. It must be hard to "push the package" when you know the brass is only there when things go well. A bit of pressure and POOF! They've turned on you!
9. Scott Bullock says:
Jaded, They are committed to single copy sales. They work hard at it. They have a dedicated art director named Jason Logan who works ONLY on covers. They listen to their curculation experts, like Mark Hamill and Peter Willson. And Ken Whyte is smart. They focus on it and it works.
8. Jaded says:
What the hell is happening over at Macleans? The last couple of issues are some of the best mags to come out of Rogers in years. Bravo!
7. Impressed says:
I love it!!! Even Maclean's can be creative when the chips are down!! WELL DONE !!! It's pushing the bar like this that shows there are still ways of being innovative.
6. a says:
It's so obvious that it's meant to be placed sideways on the newsstand with the name at the top. How could someone screw that up?
5. anon says:
I like the notion and the attempt to be innovative, but I think Gates is yesterday's man and was therefore a bad choice of cover subject
4. Scott says:
Ink, You are so right. Spacing has always punched way above its weight class. Love it too.
3. Ink in Veins says:
I like it. The folks at Spacing magazine must be smiling (it has always been landscape format). As a fan of Canada's public education system I'm a little miffed at the American slant to the main cover line, but that's not a comment on the design or willingness to take risks here.
2. Pixel Pusher says:
I like. The fact that it confuses the people who set up newsstand displays actually validates the concept in my opinion. Too bad about the bland cover photo.
1. Traveller says:
The airport newsstands I saw had no idea what to do with this issue. So they put it in their racks upside-down. The only word you could read is "Issue", so I thought it was a brand-new magazine with a meta name.
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