Harper's Bazaar invented its dual-cover concept in 2001, but it's especially important today since newsstand sales have become as pertinent as advertising revenue. For its July issue, the mag is giving subscribers a fierce fashion cover shot of model Doutzen Kroes, shot by Terry Richardson. But newsstand shoppers will see a completely different cover, one that features a Getty image of Angelina Jolie taken at the LA premiere of Curious Case of Benjamin Button in December 2008. This is the first time Bazaar is using a stock image and its success rate remains to be seen.
"Our readers told us they are completely fascinated by Angelina Jolie. For us, it's about giving readers what they want, when they want it . . . for our subscribers, who desire a more fashion-forward image, we've got the next great supermodel, Doutzen Kroes. Either way, the reader wins," said a spokesperson. So tell me, which cover do you prefer — fashion or celebrity?