You Can Judge a Publication by Its Cover

Flash: What's the best selling magazine in the United States each year? That's easy—the Sports Illustrated swimsuit issue. Covers are bait, after all. But unless you're selling bikinis (or eternal youth), you may want to come up with a different cover concept.

Sell your product. Your cover must communicate a message that's right for you. To figure out what that message should be, you must understand your product and your audience. Say you are a hospital group and your cover subject is your new maternity ward. Instead of depicting a gleaming delivery room, you may be better off with an image of an adoring mother and her new baby, sending the message that your services promote health and happiness.

Catch the eye. What's the most recognizable magazine in the world? That's right, National Geographic. Why? Because you can identify it from across the room. The yellow spine and frame. The size. Even the typeface. It is their brand. They use it everywhere—on their Web site, on packaging, in direct mailings. In short, they've found a formula, and they stick to it.

Keep it warm blooded. Animals and humans—that's what people connect with. Unless your product is highly technical, try for an image that conveys that human connection. It will draw in your readers and make them want to know more.

Look "today." A modern look tells your readers that you have up-to-date content. Material that's fresh, readable and relevant. Information that matters. Your cover should say, "We're in the marketplace, but we're ahead of our competitors." Of course, if your product is antique furniture, you may want your cover to reflect a particular period.

Be distinctive. Above all, make your cover right for your publication. Applaud others when they get it right, but forge ahead with your own look. And keep the look clean and direct—don't over-design with too much text and graphics.