George Lois on Advertising and the Death of the Magazine Cover

“[Magazine covers] are very carefully researched. They test them: ‘Do you like this line better than this one?’ If you have to depend on blurbs to have people buy your magazine then you’ve got a piece of shit! You don’t have a brand! You don’t design a magazine for your audience; you create a great magazine for yourself. I’ve had this discussion with editors like Graydon Carter. He could do great Vanity Fair covers. Graydon said, ‘We have very intelligent readers.’ And I said, ‘Of course you have very intelligent readers, and you insult them with every cover!’”

By Rocco Castoro, Vice Magazine