Chip Cover
Judging a Magazine by the Cover
Are controversial magazine covers more likely to get noticed and sold?
Grocery store layout experts put rows of select candies and periodicals on either side of the grocery check out lanes for a reason. This is the spot where shoppers are momentarily forced to stop – whether to unload their cart or wait for the person just ahead to finish their transaction. It’s the perfect place for impulse products to be admired and added to the conveyer belt tracking to the cash register.
But magazine racks are often crowded and it’s a struggle for many periodicals to stand out from the competition. That’s why many publishers challenge their graphic arts team to push the envelope when it comes to cover eye-catching pictures and gasp-inducing headlines. A well-known strategy that sometimes helps printers boost issue sales?
Cover photo controversy!
Attention
Public disagreements are a guilty pleasure for many viewers. Drama captures media attention and sometimes garners free advertising in the form of radio personality discussions during a drive-time show, as well as other outlets. Additionally, the opposing sides can earn inches in newspaper articles as reporters quote official statements released by the key players. Think reality television stars who aren’t getting along or Charlie Sheen and his network executive adversaries. Notably, even if we don’t know who is truly ‘winning’ the battle, the spicy sound byte jabs traded make watching public sparring a unique form of entertainment. Published pictures – especially those that reveal what some might consider to be a bit too much — can garner prime discussion time at the office water cooler.
Emotional Investment + Viral Movement = Potential Huge Victory
Surprising pictures aren’t limited to magazines, of course. Certain social media tools can feature thumbnails of photos that make tongues wag. Achieving buzz success is a tricky formula in today’s publication environment. But consider this: when social-media savvy consumers really love someone, they’re often comfortable promoting that sentiment and forwarding pictures or promotions to their friends with their tech gadgets. American Idol and Dancing with the Stars are concepts that can fall into this category. An enthusiastic fan for a particular performer can launch a grass roots effort shouting out support or pointing out a competitor’s specific merits via Facebook, blog or Twitter.
Not All Drama is Created Equal
It’s worthy of note, however, that not all disputes have long-lasting, headline-generation power. One demonstrating example comes from a recent study by the Persuadable Research Corporation. The market research firm queried online panelists about Glee star Lea Michele’s March 2011 Cosmopolitan Magazine cover. The actress portrays the role of a high school girl on the popular television series — but her low-cut dress was, to some audience members, inappropriate and not a good fit considering the age range of some of her younger enthusiasts. When local patrons complained about the popular teen icon’s Cosmopolitan appearance, a chain of grocery stores in Texas moved the positioning of the magazine – and various headlines publicized the action. The Persuadable Research survey results found that approximately a month after the controversy, 78% of their online panelists were not aware of this specific event. Over half (64%) of the same respondents felt the grocery chain’s reaction was appropriate. The remaining 36% who did not support the choice to remove the magazine revealed they felt the store’s action wasn’t necessary primarily because the photo was “less provocative” compared to other magazine covers routinely occupying similar shelf placements.
The takeaway lesson? Catching media lightening in a bottle can be golden. But a controversy doesn’t necessarily spark attention from everyone. And even at the last moment, not everyone is interested in pushing the proverbial envelope and chasing a moment in the media sun. Actress Rachel McAdams, for example, was initially supposed to be in the March 2006 Vanity Fair photo with Keira Knightley and Scarlett Johansson, but ultimately opted to pass on the Annie Leibovitz photo opportunity. Some celebrities and public figures find that even though a feature photograph or magazine cover can give their career a jolt, there’s always a chance a presentation won’t be well-received. In addition, the magical attention can exist only for a fleeting moment…and come with the risk of a bruised reputation.
The good news for controversies that ultimately miss their mark? Even as one controversy is erupting, more are likely being brewed for release tomorrow.
About the Author
Chip Osborn is the CEO of Persuadable Research Corporation, a full service online market research company. Their high-tech structure is a powerful alternative to old line research companies. You can get paid to take online surveys by visiting Rocket Powered Surveys today.
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