BIG STORY: In Touch Cover Formula Revealed
How does In Touch manage to create covers week after week?
It’s not that complicated. (In fact, it’s so easy even a toddler could do it.)
Let me explain and use this cover as an example. (Once you get it, you can do this at home and perhaps create one for your family and friends.)
It features an angry looking Tom Cruise as well as a disgruntled looking Katie Holmes.
Separating the two of them is a strong line “Out of My House.”
The dek “Packed & Moved Out: What’s Tearing Tom’s Family Apart.”
Many people will throw this issue in their shopping cart and read the story at home. (I feel bad for them!)
But here’s what you need to know about this cover.
It’s completely misleading.
The key tip-off for me was that there was NO mention of who was moving out.
I had a hunch that it had nothing to do with Tom and Katie splitting - so I did look inside at the story.
Indeed, I was correct.
The story was about Tom’s family moving out of Tom & Katie’s home.
What a joke!
Last week, In Touch presented the “First Photos” from Brad & Angelina, and many probably thought that they would get a glimpse of the twins.
And now this.
Make the jump and I’ll explain to you why In Touch thinks they can get away with this approach:
Create a cover that leads the reader to believe one thing, e.g. Tom & Katie are splitting.
But once you get inside the magazine, you are presented with a less compelling story, .e.g. Tom’s family is moving out - not Tom or Katie.
Next, and this is VERY IMPORTANT, jam pack the story with sidebars, historical context and therapists, that support the less compelling story. This ultimately makes the reader forget that they purchased a magazine that presented a totally different story.
Pretty genius.
Well, it used to be.
