Mark Pasetsky's Cover Awards

Click here to see the video of Wired EIC Chris Anderson and Julia Allison.

Steve Carell’s advice:

Match your shoes to your belt.

If you don’t look good, you don’t think good.

For more funny tidbits, pick up the new issue of Wired.

(Wired)

A DEFINITE BUY!

If you can get past the fact that the interview is printed in super-small type on a black background, you’ll have a good laugh.

Wired features Steve Carell’s tips on how to get his “smarts.”

For example, Carell says “I’ve been injecting human growth hormone into my brain for several years now, with no ill effects.  I feel smarter, and I often feel compelled to show people - really show them - just how smart I am.”

Read the rest of this entry »

Editor-in-Chief Chris Anderson selects the cover line Evil/Genius to describe Apple’s success.

My suggestion: How Apple Wins By Breaking All the Rules! 

This is the description line used by Anderson on the top left of the cover. 

This would have been a stronger main line because it actually tells the reader what the story is about and is specific.

BREAKING NEWS:  “Jay Lauf is jumping from Conde Nast’s Wired to The Atlantic, according to Mediaweek.  “The opportunity was really exciting for me personally, Lauf said.  “It’s (The Atlantic) an iconic, venerable title that has been undersold and marketed.” (Mediaweek)

CHEEZY GRAPHICS POP ON THE NEWSSTAND!

Definitely not the most attractive looking cover, but it GRABS your attention at the newsstand.  And that’s obviously crucial.  

The cover falls flat with the lines.   While Free catches any consumer’s attention, there is very little explanation on the cover about the cover story.   I want to know more!   Simply saying “Why $0.00 is the Future of Business” doesn’t cut it!

I didn’t want to leave you hanging on what this cover is truly about (unlike the editors at Wired) so I’m linking you to Nat Ives article in AdAge.  Click here to read what Chris Anderson means by FREE.  

MOST ENTERTAINING AND PATHETIC:  Lonely Stars Secret Internet Dates

Most Condescending: Get Gorgeous!

MOST TIRED:  What’s In! What’s Out!

MOST SEDUCTIVE:  Why We Kiss?

5. LEAST NEWSWORTHY LINE:  My Skin is Worse Than Ever!

MOST TRAGIC:  How Will it End?

MOST SCANDALOUS:  My Mom Slept with My Husband!

MOST REPEATED LINE AND STORY IN HISTORY:  Spring Wedding & Baby News!

MOST UNINVITING LINE:  Why Things Suck!

My first reaction to this cover is “I don’t want to read why things suck!”  As a newsstand buyer, I’d be completely turned off — and walk right past this issue.  To get more info on what will be a turn-off to newsstand buyers, check out Wired’s summary.