Interactive site gives chance to provide feedback on covers

Newsstand sales are significantly driven by the power of its covers.

Objective: Newsstand sales are significantly driven by the power of its covers. Tecktonik Media's new Web site, CoverAwards.com, was created to provide media professionals and consumers with opportunities to interact and comment on successes and failures of print covers and Web site homepages, sometimes before they hit the market. "We're evaluating magazine covers from all over the world and are interested in tracking what's happening," said Mark Pasetsky, editorial director and Tecktonik Media founder.

Idea: Along with behind-the-scenes stories, breaking news, and interviews with editorial staff, CoverAwards.com will present in-depth commentary on cover lines, design, and overall execution. "Sometimes, the eye-catching covers have headlines that make no sense at all. This is an effort to determine where things could have been done differently," said Pasetsky, who is also CEO of Mark Allen & Co. A hand-picked PR team from Mark Allen and Tecktonik will oversee the site's promotion.

Tools:
It will seek to generate buzz amidst media and public relations professionals, who can take a sneak-peak at reader responses, and, in turn, respond to content. In an effort to create an interactive media community, Pasetsky noted, "This site will also be a tool for PR people to keep tabs on the present image of a publication, and better shape pitches." With this awareness, the site will have an archive of interviews "straight from the editor-in-chief's mouth," as well as cover predictions for celebrity weeklies from Pasetsky.

Measurement:
The site will measure success by online traffic, paid advertising, feedback, and incoming cover submissions.

Organization: Tecktonik Media
Campaign: CoverAwards.com
PR team: In-house
Launch: February 12
Budget: Undisclosed

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