The magazine industry appears to be pulling out all the stops when it comes to attracting readers to buy their offerings on the newsstand. Oh, hai, Kanye West and Kim Kardashian on Vogue.
Cosmopolitian is taking a different route to attract readers—a peel away cover! Unlike the peel away cover V magazine did featuring Kate Upton, Cosmo’s May issue features a pasted-on cover for subscribers that is sponsored by L’Oreal advertising a contest to win $500 worth of makeup. When peeled off, the reader will see Cosmo’s newsstand cover with Big Bang Theory’s Kaley Cuoco.
“It’s a bit like the white flap on The New Yorker,” Cosmo’s editor-in-chief Joanna Coles told Women’s Wear Daily. “It gives me twice the real estate to explain what’s in the magazine. It’s not purely an ad. I suspect we’ve unleashed a trend.”
A trend spurred by the fact that Michael Clinton, president and publishing director of Hearst magazines, challenged all of the company’s publications to produce ways to drum of beauty advertising dollars.
Two upcoming issues of Cosmo will be covered by advertisements for an undisclosed cosmetics company and a fragrance firm will be kept under wraps until the fall and early 2015.
The newsstand will tell if this is the next big trend or not—perhaps ads wrapped around our favorite magazines will save the print industry.