Lessons we can learn from Finland (take two)…November 6, 2007
There is nothing new about using an extra flap on the cover to create space for more cover lines and at the same time be able to use the back of the flap to sell some extra advertisement. The New Yorker has been doing that for years and so is the new Condé Nast Portfolio. However, while in Finland I picked up a magazine called In Look and it did not have one flap but rather three. They added three layers of flaps over the cover making space not for one ad but for three in addition to that of the inside back cover. As you can see from the pictures below the first flap covers one fourth of the cover, the second one half and the third three quarters of the cover. A nice way, indeed a very nice and creative way to add more space for advertising in your magazine that is both attractive to both customers: the advertiser and the reader. (If you look hard at the main cover you can see the edge of the flaps).