IN THE EDITORS' CONFIDENCE

Cover story: why one issue has two

August 30 1958
IN THE EDITORS' CONFIDENCE

Cover story: why one issue has two

August 30 1958

Cover story: why one issue has two

IN THE EDITORS' CONFIDENCE

If you live in British Columbia you can expect to get a different cover on this copy of Maclean's from that received by readers in the rest of Canada. Most of the country will see Duncan Macpherson's painting of a baseball scoreboard (above) but British Columbians will see the more poster-like cover reproduced to its right. This, of course, is a different kind of show window than the cover most of our readers have come to expect. We're interested in discovering whether you prefer it to the kind of thing we’ve been doing for many, many I years.

Readers asked for it

There are two points of view about magazine covers and these points of view have been expressed many times by those of you who I bother to write us. One holds that

a cover should be, in effect, a table of contents: it should give a pretty good idea of what the prospective reader can find inside the magazine—and it should do it as boldly as possible. Many magazines have this kind of cover: and that’s the kind British Columbians arc receiving this issue. The other point of view holds that a cover should, in effect, be an extension of the magazine: it should be a picture depicting humorously or dramatically or even satirically some aspect of life around us. And that’s the kind of cover that Maclean's, in company with many other magazines. has been generally using for most of its history.

Recently, in response to requests from those readers who prefer a more forthright statement of the magazine’s content, we’ve been ex-

perimenting with a new kind of cover. One, which we didn't use, is reproduced below. We have a drawerful of others which will never see the light of a newsstand.

Well, what do you think? Our readers have never been shy about waiting us about our covers (especially when they-didn't like them), and we're genuinely interested in hearing from them now.

Meanwhile, we ought to advise you that on our next issue we'll have another of these experimental covers — and this time everybody who subscribes to the magazine, or who buys.it on the newsstand will see it. This doesn’t mean that we plan any sudden or immediate changes. We have already purchased and commissioned a great many Canadian paintings that we expect to use on future covers. But constant experimentation is the life-force of any periodical and this time we thought we’d make you part of the experiment.

MACLEAN’S