Title: V Magazine

Folio: the Magazine for Magazine Management, August 2011 | Go to article overview

Title: V Magazine


ISSUE: JULY/AUGUST 2011, V72

CIRC: 85,000

FREQUENCY: BI-MONTHLY

LAUNCHED: 1989

PUBLISHER: VISIONAIRE PUBLISHING

ART DIRECTOR: SANDRA KANG

EDITOR-IN-CHIEF: STEPHEN GAN

The cover of the fall preview issue of V Magazine, with its neon palette and cover subject Penelope Cruz donning menswear designed by Ralph Lauren, has an undeniably modern feel. However, V's art director, Sandra Kang, says editor-in-chief and creative director Stephen Gan found inspiration from a decidedly vintage source: a 1965 issue of Harper's Bazaar featuring Jean Shrimpton with a lenticular blinking eye.

Positioned as a collector's issue, V's July/August "Transformation Issue" features a lenticular piece integrated into its cover, with Cruz's eyes opening and shutting as the angle of the cover is manipulated. Priced at $10.00, the magazine typically sells for $6.50.

The uppercase V, the magazine's namesake and logo, is often worked into cover art. Kang says, "After numerous trials with the V, we went with something that would stand out. We chose this yellow, transparent photo technique, and all the pieces came together."

Cover lines, which Kang observes as usually "a bit more heavy", were kept sparse in order not to detract from the cover's central image.

Along with its sister publication V Man, V often utilizes specialized publishing and treatment techniques. Past collector's editions of V include a hardcover bound Asian issue and a "sexy body" issue with photographs featuring scratch-off "Vs" that revealed the bodies underneath.

"This idea of specialized publishing and specialized treatment comes out of the spirit of Visionaire," says Kang of V's parent art and culture publication.

[ILLUSTRATION OMITTED]

"While the use of the blinking lenticular cover is intriguing and certainly reinforces the idea of transformation, I don't find its use as graphically interesting as previous Vcovers.

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