Crafting covers that sell: Whether your magazine is competing on the newsstand or the coffee table, creating covers that instantly attract readers is critical. Here's how to create a classic

Folio: The Magazine for Magazine Management,  Feb, 2002  by John Johanek

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To get the most out of this space, try rooflines (a string of coverlines above the logo across the top of the cover); corner snipes (a diagonal band across the top-left corner touting a special story); inset photos; or even repeating the title of the magazine sideways in smaller type. The secret here is balance. Too many bells and whistles, and the cover becomes clustered; too few, and the issue goes unnoticed.

READABILITY

I've saved talking about type until the end--not because it's the least important aspect of a good cover, but because it is the most important. If you walk away with only one thing from this article, remember this: A successful cover must be readable.

Achieve readability by using type fonts that hold up well against busy backgrounds, by going for colors that clarify and separate copy blocks, and by prioritizing visuals to lead the reader through all the cover elements in a logical sequence.

NOT ON THE NEWSSTAND?

There's a strong belief that what works on the newsstand will work everywhere. If your publication is displayed on waiting-room racks, or comes in with the day's mail, the top and left side are still likely to enjoy primary exposure. So, try to position the logo as far to the left as possible.

A final caveat involves those pesky necessities of commerce. Whereas newsstand copies need to concern themselves with barcodes, others must design around mailing labels. Plan sell lines around both, since some labeling machines are limited to applying labels along the spine side--prime coverline space.

John Johanek is a founding partner of Ayers/Johanek Publication Design (www. publicationdesign.com).

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