Magazine Cover Design

Test Your Magazine Cover, Part 2

Test Your Magazine Cover, Part 2

While it is more possible than ever before to get a quick, inexpensive read on consumer response to your newsstand covers through online testing, sometimes it still makes sense to do a newsstand split. In either case, there are a few things to keep in mind:

1. Test for Several Issues. The newsstand is volatile, and people's responses are going to change from one issue to the next. Perhaps

they appreciate a certain treatment as a novelty but it doesn't work for the long term. Test for at least three issues, and repeat your testing periodically.

2. Give Yourself Time to Analyze. Some people say that they can have actionable test results within five weeks of putting the issue out. If you analyze based on returns flow, you may find in the end that the rate of return is different in the test group than in the control group, and might not accurately reflect final sale. This could result in your jumping to a conclusion that later turns out to be incorrect.

The danger in this is that frequently the first results presented are the

only ones remembered. It is very difficult to correct that initial impression that was created, even if it is counteracted by the final test analysis.

For this reason, it makes sense to take the extra few weeks to get the final test results rather than trying to draw conclusions from the early returns flow. Don't analyze too early, and if you do track it early, don't broadcast the results until the issues are final and you've really looked at them.

For information on newsstand testing, test templates, or to get help setting up a newsstand test, contact lruth@singlecopysales.com.

For more tips, visit: http://www.singlecopysales.com/covers/

Magazine Cover Design

By: Linda Ruth

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