W magazine´s October issue with 15 covers and two formats = +15% turnover

Print doesn´t have to be boring and playing with magazine formats can mean higher turnover. Of course, a publisher such as Condé Nast with a magazine such as W with nearly half a million subscribers have more room to experiment than the average magazine. But, that doesn´t make the October issue of W no less exciting. With 15 different covers, two formats and two sides shows that print can be exciting and innovative. Advertisers such as Burberry supported the experiment with more adverts and advertorials. The issue brought in more than 15% extra sales. Readers acknowledge the issue as a collector´s item and are very positive about it all. This link leads to an article about the experiment and editor Lucy Kriz´ point of view.