I.D's recent multiple cover publishing concept has started a bit of a trend it seems with V Magazine now jumping on the bandwagon with it's summer swimsuit issue. We think it is an excellent concept to celebrate special issues and like No Magazine here in New Zealand we are running with two covers per issue anyway, so it is likely that multiple covers are here to stay. The question remains though that no matter how hardcore a fan of a magazine you might be, would anyone actually buy all 6 covers? Especially in these recessionist times. Irrespective of that it is a brilliant piece of branding...
