I was explaining our Scotland Outdoors subscriber cover to someone recently, and they had never even heard of the concept. In a nutshell, we design a retail cover, with barcode, cover lines and eye-catching cover image to help us stand out on the crowded newsstand.

Ah, the good old days. We were young design students and we thought we knew it all. Except we really didn’t. When I was at the London College of Printing back in 1984, magazine racks in shops only held around 20 magazines. The desktop publishing revolution had not yet arrived.