IN TOUCH REPORTS THAT ANGELINA JOLIE IS BATTLING POST-PARTUM
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In Touch Weekly rolls out a very emotional, supportive cover featuring Angelina Jolie.
The magazine is reporting, according to its cover, that she’s suffering from Post-Partum.
What’s very strong about this cover is the simple main line “Post-Partum.”
It’s the first thing you see and I can’t recall a time when “Post-Partum” has been used as a main line of the full cover of a celebrity weekly.
It’s also very specific, which is a strong attribute of a cover line.
What will hurt this cover on the newsstand besides Palin Cover Mania?
It’s the “doctors fear” portion of the dek above the headline.
To me, it means that the magazine has surveyed doctors that ARE NOT Angelina’s doctors.
If the line said, “her doctors fear,” that would be a different story.
But obviously, In Touch would not be able to get Angelina’s doctors on or off the record (I would hope.)
What would I have suggested?
Add in some details, e.g. mood swings, not eating, fighting with Brad, and follow it with the “doctors fear line.”
That way “doctors fear” is not the first thing the reader sees.
To play devils advocate, it is possible that many readers will not even read the intro line and will simply see Post-Partum. And, this is what In Touch is hoping for this week.
Bottom Line: Strong line + Angelina Jolie = cash in the bank.
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