COVER CRITIQUE: Us Weekly Unveils “The Style Issue”
To purchase the new issue of Us Weekly, visit Universal News here!
This is bad timing for Us Weekly.
Bad, bad, bad timing.
The country is in complete economic turmoil and the last thing the reader is thinking about is shopping.
What could have saved this cover?
While the main line is “The Style Issue” the first line in the dek is “Guilt-free fashion under $150.”
The guilt-free line would have been a much stronger starting point for a main line.
Plus, I would have lowered the price point to under $100 or EVEN LOWER.
Women in the rest of the country see a $150 price point as quite expensive.
What’s another way to improve this cover?
Use either the Paul Newman or the Jessica Alba inset as the main feature.
On the Paul Newman inset, Us Weekly makes a smart decision to focus on the love story between Paul and his wife Joanne. Many editors were assuming People would go for a cover with a main focus on Paul Newman, which it did and you will see that cover shortly.
With Jessica Alba, if that’s a new picture, DAMN! How did she get that body back so fast?
Bottom line: Bad timing equals bad sales on the newsstand.
Read this week’s critiques!
People Magazine’s Tribute to Paul Newman
Globe Magazine Features Paul Newman in its Cover of the Year!
National Enquirer Features Skinny Stars
Star Magazine Says Angelina Jolie Forced into Therapy
Life & Style’s Baby Boom Cover
OK Magazine’s Lindsay Lohan Love Story
In Touch Says Jen Aniston Had Lipo
