When Pilar Guzman, editor of year-old Cookie, first tested the magazine’s cover prototypes—high-end photo shoots with model moms and model kids in model situations—she realized the magazine had “totally underestimated the reader.”

“The focus groups could tell who the fake-y models and kids,” Guzman says. “A mom knows, a mom knows that moment—a 22-year-old model who doesn’t have a kid doesn’t really know how to hold a child.” Despite burning a bridge with the shoot’s equally high-end photographer (Guzman never used the cover) Guzman says the test forever changed the magazine launch’s cover strategy. “We now use real moms and their kids.”

Thinking Outside the Box in Editorial Management
Check out this related session at The Folio: Show, November 1-2 in NYC!

Consumer media consumption behavior has changed dramatically in the last 10 years as social media and mobile have become ubiquitous.…