Split cover problem for Outdoor fitness

Split covers can be a devil to get right – when used well, they really stand out, but a publisher can be at the mercy of its printer, as demonstrated by this example of Bauer’s latest launch Outdoor Fitness.

Dummy cover for Outdoor Fitness from Bauer

Dummy cover for Outdoor Fitness from Bauer

Cover of Outdoor Fitness, as it should look

Cover of Outdoor Fitness, as it should look

Matching colour is one problem but then register is another. Joanathan Manning, editor, and art director Mark Tucker will have been spitting at this result from the presses at Polestar Chantry.

Outdoor Fitness split cover

Outdoor Fitness split cover ruined by poor registration and/or binding

The colour effect is deliberate (I assume!) but the register or binding is way out – a good 2-3mm. Hopefully, it only affected part of the run, but in this case it was all the copies in WHSmith at Euston I could see.

Still, Outdoor Fitness is a rare launch these days, attempting to segment the men’s health and fitness sector so dominated by NatMag/Rodale’s quarter-of-a-million-selling  Men’s Health. In this case, carving out ‘Middle-Aged Men in Lycra’, apparently known as MAMILs.

Magazine cover secrets

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