Face Up: Strategy

Issue: November/December 2008
Frequency: Bimonthly
Launched: September/October 2008
Circ: 20,000
Editor: Mavian Arocha
Publishing company: Strategy Magazine, LLC
Art/Production Director: Emily Carmichael

Who the heck is this guy? That’s what FOLIO: asked when initially seeing the November/December 2008 cover of Strategy, a business magazine tailored to young “Type A” MBAs. (The answer: a self-portrait of creative marketing CEO William Tincup.)

Although November/December is only Strategy’s second issue, editor-in-chief Mavian Arocha has already worked to differentiate its cover from a typical business magazine. For its premiere issue, Strategy’s concept cover featured a hundred dollar bill wrapped around the fuse of a light bulb. While Arocha cites “amazing” feedback on this cover, the publication’s goal is to shy away from “‘always having to be about the light bulb.’ We want to do a 360-degree on the world of business and attract attention. Not so much in the business realm. We just really want people to pick it up.”

Arocha credits cover model Tincup with the idea for the photo shoot. “I am a very big fan of self-portraits, so it’s an avenue I wanted to try. The photo shoot was wild and fun—and short. Once we previewed the image, we just knew.”

As a new publication, Arocha says Strategy’s cover lines were a tough area. “Cover blurbs have to play the part of ‘business’ when we fuse the business world with the creative world. They have to convey the magazine’s role as a business publication even when placed with a very artsy image.”

The magazine’s second cover marks an initial venture into a world beyond concept covers. While the first issue “was to get us to the newsstand,” publisher Matt Pettoni says, the second cover “was to show readers who we really are.”

DESIGNERS' COMMENTS

“The image is strong and clear, which gives it effectiveness, but the dark background color reduces the impact. The red of the lead cover line, ‘The King of Creative Marketing,’ is not legible on the reddish black background. ‘Hot Tips to Increase Income’ is a more effective pull than ‘How To Survive the Recession,’ and as such it should be the larger, more visible line. For business and financial titles there is an ongoing debate as to whether people or concepts make more effective covers. Concept covers are difficult to implement effectively issue after issue, but, when well done, tend to perform a little better. A person on a cover in this category can be effective if it is someone well known to the audience; if it is someone unknown, the impact is considerably diminished.”

Linda Ruth | President | Publishers Single Copy Sales

“The image is interesting. But the typography all seems to run together. The black bar at the bottom left cutting off his hand definitely isn’t helping the design. The biggest thing distracting me is the masthead and the tagline above it. It’s all very crowded and the two trademark symbols just aren’t needed.”

Brian Taylor | Design Director | National Defense Magazine

“I find this cover very difficult to understand. The ligature in the logotype is distracting. While I am sure this CEO’s look has something to do with the point he is proving, having your own logo on your clothes on a magazine cover doesn’t exactly say ‘creative marketing’ to me.”

C. Winslow Taft, Jr. | Senior Art Director | Mental Floss

Have a unique “cover” story? Contact FOLIO: Associate Editor Vanessa Voltolina.

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