Not one, not two, but three covers on
Toronto Life June
Newsstands that carry Toronto Life will be receiving one of three covers of the June issue, which goes on sale May 12. An equal number of copies of the three different covers will be shipped at random. This is a first for the magazine. The cover subjects are
- Malin Akerman (homegrown Holywood "it girl") -- shot by George Pimentel
- Aishwarya Rai (a nod to Toronto's hosting of the Indian Film Academy this June) -- shot by Heff Kravitz/Filmmagic
- Milos Raonic (tennis superstar from Thornhill) -- shot by Naomi Harris
- All subscriber copies will have the Raonic cover
Labels: newsstands, promotions, single copies
posted by D. B. Scott at
2:44 pm
10 Comments:
These....are really bad...the heads of all of them look terrible under the red logo box.
Aishwarya Rai is the most beautiful woman in the world (hyperbole). How did Toronto Life make her look so blah?
Just another NY mag ripoff, only done clumsily and without any sense of humor
cute enough.. but I don't get the connection between the cover figures and the feature content? Am I supposed to "love" the random stranger? (not that there is anything wrong with that)
@anonymous #3: Nice to know someone else out there sees the NY Mag ripoffs. Thought I was the only one...
I guess we now know their demo, and why the mag has become so vacuous and sensational in the last couple of years.
Thornhill is not in Toronto (it's in York Region). That's my only criticism. Otherwise, I don't see how you can run down a mag as "vacuous and sensational" when it just earned a whack of mag award nominations. Unless, of course, one believes the entire mag industry is likewise lacking (which, from long following this blog, I'm sure some do). Canadian magazines are surely the tallest of poppies in this country. They certainly seem to be the first ones to be cut down.
I don't think you should use NMA nominations to decide whether a magazine is good or not. NMAs are not judged by outsiders, but rather people that use to either work for Toronto Life or friends of the people who work for Toronto Life. Small industry remember. The magazine is terrible and is a poor rip off of New York Magazine. There are interviews with Jessica Rose where she clearly states that NY magazine is her favorite, etc. It is obvious she tried to copy it, only very poorly.
I wonder which cover will sell the best.
These covers lay a bit flat for me. The tops of Aishwarya Rai and Milos Raonic look really funny and Rai looks poorly photoshoped into place, the Akerman looks like a pose for Flare and perhaps her coverline should have said "Hollywood's new "it" girl. Her headline is dead as it is now.
I think the biggest problem is with the Akerman and Raonic covers. Them being from Toronto is a reason to love Toronto. It doesn't make a lot of sense.
If I were the marketer at Toronto Life, I would have liked to have tested the Rai cover (or looked for another recognizable face who is actually doing something interesting in Toronto) against something architectural.
The only word you can really see on the cover is "Love." But, it is a nice word.
Why try to cram in that many secondary coverlines. I think it would have been stronger with the TSX, Fried Chicken and Jan Wong's piece, which is no doubt some offensive missive against the Afrocentric school. Why the California wine coverline? Did they have to do that?
"NMAs are not judged by outsiders, but rather people that use to either work for Toronto Life or friends of the people who work for Toronto Life." You speak with such authority, Anonymous! But you're totally wrong. The judges are listed every year in the program. Have a look. You appear to have some kind of Freudian Toronto Life envy. Get over it. Canadian mags don't begin and end with Toronto Life, or Toronto for that matter. Just ask the folks at the BC, Alberta and Atlantic Canada mag associations. Frankly this same old, same old kvetching is really getting tired. Find a new ox to gore already, will ya?
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