Maybe the distribution of the magazine will increase throughout the week, but in all my travels so far, I've found only one store that stocked it, and only four copies were out - Kelly, Agyness, Lauren and Gisele. At a push, I would have got Gisele's cover (although the sludge tones aren't any more appealing on glossy paper) but it was heavily scratched.
And therein lies a problem with producing multiple covers. What if someone can't get the one they want? The content seemed fine, and it was a satisfyingly heavy magazine, but because so much of the sales push is centered on there being a selection of covers, if I can't get the one I want, it feels like I'm having to settle for an inferior issue - so I didn't bother to buy it.
It's the strange psychology of choice - I'd rather have no magazine than pay £6 for a cover I don't want, because of the awareness that 'better' ones are out there somewhere. Yet if there'd been no choice from the start and only one cover produced, I'd have simply been glad to have seen it on sale, and I'd have bought the damn thing today, regardless of who might be on the front of it.