Us Goes to the Well With "Half My Size Issue:" Is That the Right Thing to Do?

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So, I waited all day yesterday for the cover of Us Weekly.

This week – as you may know – the weeklies are coming out early because of the holidays.

When I received this I thought to myself – this looks familar.

Is that a bad thing?

Not in this case.

And this cover is actually a quite valuable lesson for editors to understand.

Us Weekly does this cover basically the same week every year.

And, it’s what readers want – a quick way to lose weight.

100lbs isn’t your average weight loss so this won’t connect with the bulk of readers. ( no pun intended.)

But, diets at this time of year work. 

Bottom Line: If stores are busy, this cover will sell well.