Covers Lost and Gained

When we plan our magazine grids, we note which features will be covers. But often those plans don’t come to fruition. Sometimes the story comes in, and it’s just not strong enough to carry the magazine. Sometimes current events break apart our plans. And sometimes an interviewee will tell us “just don’t put me on the cover.”

In those cases we reach out to discuss the request: Sometimes a more subtle photo, with a creative angle, can be a solution. But sometimes there is no way to save our planned cover.

And in those cases, we drop it.

The first reason is that we value the relationship more than the scoop. A scoop is a one-time gain; a relationship can last forever. (This is also the reason we give our interviewees the opportunity to review their quotes before publication — we value their trust and want to maintain it.) But this strategic calculation isn’t the main reason.

Some of our cover interviewees are natural performers and communicators. For them, going on the cover is just the next step or the next forum — they’re accustomed to the spotlight, they’re comfortable with a camera clicking in their face. This week it’s our cover, next week another; no big deal.