The Answer: Why Do So Many Magazines Seem To Go Out Of Their Way To Hide The Cover Date?

Folio: The Magazine for Magazine Management, May 1, 2003 by Mark A. Newman

Byline: Mark A. Newman

How many times have you picked up a copy of a magazine at a newsstand, only to discover later that you purchased last month's issue? Not your fault, really. Some mags seem to be trying their darndest to hide the cover date. You've got to explore every inch of the cover, the UPC box - even the spine - to find the date.

Bernadette Haley, publisher of Rodale's Organic Style, thinks it might have something to do with a magazine's frequency. "Quarterlies or even some bi-monthlies [that] may have less time-sensitive articles might do this in order to maximize newsstand exposure."

Or the answer might in some cases be simpler than that. Golf for Women doesn't bother putting the issue date on the cover. It's nowhere to be found. (Except on the spine, for those who bother to explore.) Why? "We do it for purely aesthetic reasons," says spokeswoman Karen Affinito. "It's an editorial decision based on what looks best." Indeed, Golf for Women's cover is remarkably uncluttered by today's standards, which helps it get noticed on newsstands. But if you're looking for its most current golf tips, be sure to check the spine before plunking down your cash.