Wow!

In Touch got the first pictures of the twins?

Look at that inset.

It’s Angelina Jolie with one of the twins. Awww!

This is what many newsstand buyers will think when they head to the newsstand this weekend.

And, when they buy the magazine they will be disappointed.

Why?

That inset is not one of the twins. It’s a doll. It’s Shiloh’s doll if I remember correctly.

But the secret to the success of this cover is THAT inset.

Without it, In Touch is presenting photos of Brad Pitt & Angelina Jolie’s family - which isn’t newsworthy on its own.

On the inset, the editors place a tag “20 new pics inside.” This was a BIG mistake. Since, it looks like the magazine was trying to lead the readers to believe that they have the “twins’” photos, why say you have 20 photos. In this case, less would have been more.

Is In Touch Really Trying to Trick the Reader?

While many of you will say that In Touch is purposively tricking the reader - I would say I agree.

But, not 100 percent. The dek is very clear that its the family celebrating the birth of the twins. But, it doesn’t mention anything about there being “pictures of the twins.” So, yes they covered themselves.

The Insets:

It looks like the editors at In Touch were so excited by the acquisition of these photos that they forgot to work on the insets.

I don’t get the Madonna’s “New rival for A-Rod line.” And I think many people are OVER this story.

Britney Spears “Pays Kevin [Federline] off for her sons” is the second inset - but will not make sense to the reader. Many believe Britney lost the kids - and won’t understand this line.

Bottom Line: Strong sales for Richard Spencer’s In Touch - but this type of trickery doesn’t build long-term credibility.

Posted by: Mark Pasetsky

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