IFAJ Web Feature For IFAJ/ACDC Partnership October 2007 How to create front covers that attract rural reader Second in a series on building readership Provided through IFAJ/ACDC partnership Recently, IFAJ members were invited to respond to some editing guidelines that Donald R. Murphy and associates identified 45 years ago through two decades of readership studies among U. S. farm men and women.  Here are reactions from a panel of IFAJ members about several guidelines that involved creating effective front covers. ________________________________________________________________________ The response panel (members of the American Agricultural Editors' Association) Donovan Harris, Director of Design and Production, The Progressive Farmer Greg Lamp, Editor, Corn and Soybean Digest Jack Odle, Editor-in-Chief, The Progressive Farmer Owen Roberts, Editor, University of Guelph Research magazine ________________________________________________________________________ Guideline 1.  Use a timely theme for picture, head and copy. Responses: Greg Lamp: "A progressive theme might be more helpful." Jack Odle:   "For a cover to be successful it needs to have visual impact.  A farmer standing in his field doesn't cut it anymore.  Put subjects in situations that are more creative.  One of our best covers featured three sons holding their father in the air.  The story was about passing down the farm." Owen Roberts: “What’s the competition look like? Even though the University of Guelph is primarily an agricultural research university, our competition on coffee tables and waiting rooms is the weekly news media. So we go up against photos of war, celebrities and tragedy. There’s a challenge for our photographers – make our cover of a corn researcher in his lab as compelling as Tom and Katie (or whoever).”   Guideline 2:  A strong headline, 42-point or bigger, seems desirable to emphasize  the cover theme Response: Donovan Harris:  "Large typography is important, but it must be short.  Big heads with many words will both eat up space and be difficult to read." Owen Roberts: “Every issue can’t be end-of-war. Or can it?”   Guideline 3.  The caption should be handled like a short article - use large type   and enough detail to emphasize the theme. Responses:  Owen Roberts: “A caption gives your headline freedom. You can be creative, play on words, have fun with your head, but your caption has to be solid. Think of it in terms of a lede-nut relationship, with one drawing readers in, and the other giving them a bone to chew on.” Donovan Harris:  "Still, I wouldn't get too many words, or it will present design problems." Greg Lamp:  "I think you could eliminate this one.  Common sense stuff." Jack Odle:  "For headlines and blurbs on the cover or even inside, don't use a location like - Texas Farmer Boosts Profit.  Unless you are from Texas, this headline doesn't work.  If you are a state or regional publication, you can get away with location references."   Guideline 4.  Change the cover style from issue to issue in order to make sure the readers knows they are getting a fresh copy. Responses: Jack Odle:  "I think you obviously need to change the cover photo, but not necessarily the cover style.  Readers need to know it's your magazine even if the logo is covered up so changing the cover style could be a problem." Owen Roberts: “Keep your flag the same; all else is fair game.” Donovan Harris:   "I wouldn't change things too dramatically.  The reader expects consistency. If it's not there, then they will think you are sending them a totally different magazine.  Variety should be more in the visual concept of the image on the cover.  Not new typographic treatments for each issue."   What suggestions would you add about creating effective covers? Send them by e-note to Jim Evans at evansj@uiuc.edu.  We will share them.   Coming next:    Finding subjects and headlines that draw in readers. What advice would you offer?  Please send it to evansj@uiuc.edu.   Some online resources you may find helpful "Going generic" [about selecting cover approaches - journalistic, conceptual or generic] http://www.folio.com/viewMedia.asp?prmMID=6564 "Farm magazines" [one section of a visual database of magazine cover art from the 19th and early 20th centuries] http://www.magazineart.org/main.php/v/farm "Magazine covers: photojournalism or illustration?" http://www.poynter.org/content/content_view.asp?id=15422 "Magazine covers and cover lines: an illustrated history" http://aejmcmagazine.bsu.edu/testfolder   (Note:  This professional development feature is provided through a partnership of IFAJ and the Agricultural Communications Documentation Center, University of Illinois.) TOP