tigerrouge
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There's an even distribution of the two covers where I am, although I see it's on sale for £3.99, so I shall be waiting for the September issue instead.
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Also seen both covers, surprised to be honest, i thought its just a PR gimmick which brought them a lot of hype, this has been reported even by major US fashion outlets. And i would think it takes extra money to print different covers? Or i read that wrong once, either way they actually did it, i was wrong.
It actually doesn't cost hardly anything to do it. As the covers are different paper weights anyway they're printed separately to begin with, so the only additional cost to normal is to pay for the printing plates which is next to nothing in the scheme of things. I suppose it's why magazines like i-D use it so frequently, it's a relatively low cost way of spreading an issue's range on the newsstand.
Vogue's actually been printing multiple covers each issue for the past two or so years. The pricing is so erratic that the subscriber's get a version with the full price on, then there's a cover produced for the newsstand with an altered price and then sometimes there's even another cover with an even lower price and yellow dot printed on it. So whilst they may not be three different cover images, they've still had to print three entirely separate covers.