Denny’s Daily Zinger: Two Magazine Covers – Oxymorons
The worst-selling cover in 'Esquire's' history.
The cover of the 'Yoga Journal' that caught Denny's eye.
An old newsstand magazine salesman once said to me, “You wanna sell magazines? Have a cover you wanna kiss.”
In 1976, I was in a circulation meeting in the office of Esquire’s legendary, beloved publisher Clay Felker.
Suddenly, renowned designer Milton Glaser, co-proprietor of Push Pin Studio, stormed into the meeting unannounced along with a retinue of flunkies. Slamming a design down on Felker’s desk, Glaser snarled, “Here’s your July 18th cover!”
Whereupon the group marched out.
[See Illustration No. 1 in the media player at right.]
Everybody in the meeting gasped.
It was emphatically not something you would want to kiss. It was the worst selling cover in Esquire’s history.
Two years ago I took up yoga. Our wonderful teacher Sheila comes to the house one day a week to push, pull, twist and prod me into uncomfortable poses.
I think I feel better.
While waiting in the Whole Foods checkout line, I found myself staring at the March 2014 cover of Yoga Journal.
I burst out laughing and bought the magazine.
Peggy, my wife, also does yoga with Sheila.
When I showed Peggy the magazine, she cracked up.
[See Illustration No. 2 in the media player at right.]
The promotional copy on the cover:
- 16 POSES FOR ALL-DAY RELIEF.
- SMILE MORE EVERY DAY
- STRONG TONED & BALANCED: 6 Dynamic Moves
- THE INSTANT POWER-UP POSE
From two geezers’ point of view—Peggy in her 60s, me in my 70s—this cover is a delicious oxymoron.
You gotta laff.
Denny Hatch is a copywriter, designer and direct marketing consultant. You are invited to click on the title below and read the first three chapters of Denny’s new book: “Write Everything Right!” No cost. No risk. No obligation.