Monday, February 06, 2012

Quote, unquote: Covers as conduits to websites

"As magazines are going throughout this transition from print to digital, a cover has to serve multiple purposes. It has to sell on the newsstands, but newsstands isn't that significant a part of the business model anymore, so you have to leverage what you can. Wherever that content lands you have to drive people to it. One part of the cover is that it's on the printed magazine, but a more significant part is that it drives people to the website. It's just kind of a promotional tool, to generate publicity and interest."
-- Richard Turley, the creative director of Bloomberg Business Week, in an interview on the Atlantic Wire

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