Advanstar Latest to Produce 3D Cover

May issue of Pharmaceutical Executive to feature effect for annual top 50 list.

By Jason Fell
04/08/2009

Advanstar Communications plans to become the latest publisher to produce a 3D cover.

The May issue of Pharmaceutical Executive, which includes the magazine’s annual list of the 50 top pharmaceutical companies, will feature a 3D image of a flying super hero with a ‘50’ emblazoned on its chest.

The cover—a first for the life-science b-to-b publishing market, Advanstar says—is sponsored by Cegedium-Dendrite, which purchased ad space on the 3D glasses that will be polybagged with the issue.

“If you want your ad to be noticed, there’s nothing like 3D,” publisher Jay Berfas said in a statement. Producing a 3D cover is something he had wanted to do for several years. The cover was created by medical illustrator and animator Craig Foster.

Teen magazine Tiger Beat produced a 3D cover for its March 3 issue. In fact, more than half the magazine featured 3D content.

Because of the 3D technology utilized for this issue—“straight stereoscopic image that you view through red and blue glasses rather than lenticular print for no glasses,” a spokesperson told FOLIO:—Advanstar was able to go to its usual printer, R.R. Donnelly, to print it.

Pharmaceutical Executive has a monthly controlled circulation of 18,000.