Choosing a Magazine Cover, The Inside Story!

I just love the April issue of my magazine, Martha Stewart Living.  It’s filled with so many wonderful ideas to help celebrate the arrival of spring.  I especially like the cover shot, a gorgeous seasonal floral arrangement, of pink and white tulips, and lavender hyacinths, displayed in a lovely pussy willow nest.  I thought it would be interesting to explain a little of what is involved in creating just the right cover for our magazine.  To begin, we shoot many stories for the body of the magazine months ahead of time, if not an entire year.  In April of 2007, Spring Awakening, a story about nests was photographed.  The nest is a quintessential symbol of spring suggesting the beauty of the season.  In keeping with that theme, the idea to use a nest on the cover was decided upon by Eric A. Pike (Creative Director), Ayesha Patel, (Deputy Creative Director) and Stephen Johnson (Associate Art Director). Cover photography was scheduled for January of 2008.

After reviewing past covers, the team decided on a rich, yellow wall to use as the background.  The choice of flowers is largely determined by what is in season when the cover is displayed on newsstands.  In this case, 4 different arrangements were created and photographed.  Lighting for the set is another important consideration, which must also be seasonally appropriate.  After a successful photo shoot, the team and I had to make the choice.

        The Pink Arrangement:
        pink hyacinths
        pink tulips
        green and white tulips
        flowering quince
Although lovely, it was decided that the rather plain basket wasn’t unique enough for a cover.

        The Blue Arrangement:
        muscari
        lily of the valley
        white tulips
I really loved this arrangement but it was made in a rather small pussy willow nest and it, ultimately, didn’t reflect what we wanted to achieve.

        The Yellow Arrangement:
        yellow tulips
        green and white tulips
        daffodils
Entirely spring-like and gorgeous, however, daffodils appeared on a cover back in April of 2005.

        Our Favorite:
        pink tulips
        white tulips
        lavender hyacinths
This arrangement combined the most beautiful elements of the other three photographs, creating the look and feel that we most wanted.  The flowers were well balanced in a larger pussy willow basket and the colors were striking against the yellow wall.  And the pink logotype color played nicely with the pink tulips.

 

Comments

[O]

Thanks for sharing this inside look, Martha. The resulting cover is beautiful but, after seeing the choices you had, I like the first picture, with the "plain basket"...it goes so well with all those brightly colored frilly tulips. The colors look so beautiful against the yellow wall too. Just my 2 cents. ;) Have a great weekend!

[Kim Wylie]

I agree with all that you said about each cover, but my favorite arrangment was the pink (I agree about the basket, though).

The selection process for things like that can take hours or minutes. During a brief time working with a restaurant, I was involved in the cover selection for their first cookbook. It's amazing how nit-picky you become whith colors and lighting and details, then when you think about it the cover is really only glanced at. I guess that's why it has to be so perfect...so it pops out at you!

Thank you for sharing the other covers with your readers. It's so fun to hear about the process, but even better to see things we otherwise might not!

[Sasha Libby]

Martha, your magazine covers are always beautiful and immediately draw me to open my issue right away! I love hearing how your team create the looks.

I was also interested to hear that your team created the little velvet ring boxes for the current Weddings cover.

[Desiree']

I really enjoyed reading about how you and your team select the cover! I've always wanted to know how it was done and this months issue really took my breath away. Your magazine is the best! Thanks for sharing!

[KellySchwark.com]

I love how you and your team captured not only the colors and symbolism of spring, but also the textures.

To me, spring starts off brittle and dry, with a barren looking palette. And then, ever so slowly, our senses are awakened to the emerging softness that starts to bud. I’m sure I’ll be hanging on to this cover for “springtime” inspirations in my studio! Thanks Martha!

Kelly

[Jennifer]

A beautiful cover to be sure! I like the entrance of the bird leading into the lettering. The pure white lettering is the best of the three. Great job!!!!!!!!!!!!!!!

[Greg Saunders]

An absolute delight, thankyou for the background insight!

[Robin]

While all the covers are beautiful, I think you picked the exact correct cover for your April issue. My eye is always pleased with your cover, Christmas and April issue is always my favorite cover.

[Tracy]

The flowers on the cover of the April issue are the most beautiful thing I have seen in a long time. I put it on my bulletin board in my office so I can look at it every day. My husband's nickname for me is "Pussywillow" - so I love the pussywillow nest especially. THANK YOU for sharing such beauty with us!

[Kathy :)]

What a process, very interesting. I love the one you finally chose, and that little bird just pops.

Thanks for this post, I love the little glimpses you share.

What's up for the week-end ?? Hope you have a nice one !!!

Kathy :)

[Jerry]

Hi Martha, again another beautiful cover. You mention "creative/art" folks as your decision makers in this case but I'm curious, how much say if any does your Circulation/Single Copy team have on what your final cover looks like?

[Sol]

Martha.. wow.. I'm speechless. Would you adopt me? :)

[Regina - MiaDeRoca]

Thanks for sharing some insights on the April cover - all covers look great and the flower arrangements are georgeous!
You and your team have done great work!

[Roy L. Thomas]

The covers really do grab the eye. I need to find a hiding place for my back issues as my mother is coming to visit and she always likes to kidnap a few of them in her suitcase.

[Mike]

That was interesting. I think you should have released all covers. I loved the first and third one best.

I love your simple style Martha.

[Marilyn Wiz]

I use your magazine covers as art. They are an ever changing display in one of my curio cabinets. The particular cabinet has clear crystal on display; thus the wonderful, vibrant covers compliment it so well.

[Rowaida]

Dear Martha,
WOW!!! All covers are beautiful. Thank you for sharing them with us. Loved the magazine issue as always.
Thank you for always inspiring us.
God Bless
Rowaida Flayhan

[Kristina]

This was an interesting post. I am so interested the process, not just the fabulous result.
I am a business owner (GigisCloset.com) and would love to read posts about how you run and grow your business(es). I have your "rules" book, which has been helpful. But I think you have great marketing ideas.

Regarding the photos, I think it was the pussy willow as the basket and the textures of the flowers that made it such a winner for me.

[Pam]

hi Martha and crew,
it was absolutely fascinating to learn how a cover is put together.
i like your final choice with the window cut out. although the open window diD lead out to spring,the photo without it is truly better framed.
MY SYMPATHIES ON THE LOSS OF YOUR BELOVED PAW PAW.
AND WHAT A WONDERFUL NAME HE HAD AND WHAT A LUCKY DOG TO HAVE YOU FOR A MOM!

[Deborah Matthews]

Hi Martha!
We wanted to take just a few moments to thank you, for all of your fabulous contributions! You have inspired us for many years. Because you make things seem so simple, we have accomplished some life long dreams. Your magazines have given us so much inspiration. My daughter and I own a Party and Event Planning company. We send out to our networking group (the vendors and venue owners that we work with) a newsletter each month. In the newsletter we include something we read in your magazine....."Everything starts from an idea". Let your imagination, along with a few of your favorite things, inspire you. It can be as simple as the marbled pages inside the cover of your favorite novel. How simply your magazine has helped us make some of our business decisions! You have been a wonderful unknown business partner! We wanted you to know how much your mean to us!
Debi and Christie

[Sandi]

How interesting that you wrote this blog this month! I don't watch your show, and I don't read your magazine (I am just not the crafty, cooky type).

But the floral arrangement struck me deeply. I bought the magazine in the grocery line specifically for the cover -- not even caring about the contents of the magazine! I was intending to scan, crop and englarge the floral arrangement to frame for my living room. I never imagined I'd so thoroughly enjoy every word, every image. I'm subscribing!

And here I am at your site; getting instructions for those easter egg candles, the bookcase convertible office; and crying over Paw Paw. (My condolences. I wish I had a scarf from Sophie's fur. White Persian cat has been gone for 5 years; and I still find her hairs occasionally -- it's like finding purrs).

Anyway, that cover earned you a new fan. I imagine I'll probably find you in the TV listings, too. Awesome cover; earned you a new fan!

[Angie D]

Would you ever consider publishing an issue of your magazine with different covers for either different regions of the US... or just to make it interesting for those who collect your magazine?

[Josef Holzer]

Hi Martha,

You always pick the neat cover's do you taken them your self?
Your always an my prayer's!
'Is a good thing'
Josef Holzer

[James Trusler]

Hello Martha,
The blog/story about your April cover is very interesting, and your final selection was great. I especially enjoy the bird creeping over the type!
A question- I have your new May issue, and the cover is very interesting as well. I love the retro feel - was that planned? As graphic artist/art director myself, would you do an blog/story about it? I'd really like to read about the design planning for that on, if possible - it's great!

[Rocio Brenner]

Martha:
I saw a picture of you wearing some long fabulous earrings and necklace. Were they coral? You looked fantastic!! You never stop amazing me with your delightful taste! You are a true inspiration for me. Please continue making everything more beautiful.