Is Your Cover a Potential Revenue Stream? Publishers Weekly Associate Publisher Cevin Bryerman on the magazine’s long history of selling front-cover advertisements.
Inbox: Have there been editorial concerns with this ad positioning?
Bryerman: [We make sure] it’s clearly marked as an advertisement … and [that] we’re not doing something that doesn’t conform to [American Society of Magazine Editors] rules. … We do separate editorial and advertising, and we have strict guidelines. If there is an [advertising] cover that’s in question, we present it to the editorial staff, and the editorial staff has the final decision whether we’ll accept the cover or not. ...
Inbox: What feedback have you received from readers on these advertisements?
Bryerman: Very positive. And they feel it not only brings awareness [of their brands] to the book buyers, but also gives them an opportunity [to reach] other people in the industry, whether it’s Hollywood or authors and agents … .
Inbox: Do you feel this will be a growing trend in the magazine industry, or does it only make sense for certain publications?
Bryerman: I think a lot of people don’t like to give up their editorial cover. For consumer [publications], it probably doesn’t work, but for a trade magazine, people probably [already] bag their magazines and do other things with their magazines. We’ve taken advantage of the opportunity, because I guess we’ve created a standard over these years, and it’s done well. Other publishing houses are looking for new ways to drive revenue, especially when it comes to print, because everything is going toward the Internet. It’s [another] opportunity … .