At a time when magazines are seeking to contain production costs, what’s going on with two major magazines producing dual covers with separate photos that popped up this month, wonders Grumpy Editor.
Bloomberg Businessweek (the capital W has been retired), in its Feb. 14 issue, came up with two cover versions touting “The Infidelity Economy” which gave much space to a Web site operation that focused on the hot topic of linking married men to married women.
The western version showed a man’s (non-hairy) legs with pants dropped down to his ankles. The eastern cover captured V-shaped female legs, topped by high heels, pointed upward.
One response was: “This is not your father’s biz magazine.”
Meanwhile, distributed this week, was Woman’s Day --- dated April 1 --- also with dual covers.
Some subscribers received a Woman’s Day cover showing a pasta dish (technically, creamy pasta with leeks, peas and Parmesan) while the other displayed two shelves on a wall that included “cheerful” assorted knick knacks.
Readers were invited to vote --- via the Web --- on the Woman’s Day cover they prefer, spurred on by, “Don’t be afraid to judge our book by its cover: what’s inside is exactly the same!”
Early voting leaned toward the shelves.