Hotcards Ad Appears On Award-Nominated TIME Cover

Print design coincidence? Or copycat?

Last week, on September 22nd, the annual finalists in the American Society of Magazine Editors' Best Cover Contest were unveiled. As usual, the top spots went to a handful of big names, like Vanity Fair, New York Magazine, and Time.

I browsed through the nominees, as I'm always interested in award-winning print design, but there was one cover that drew my attention in particular.

In the “Best Concept Cover” category, Time magazine has a nomination for their cover of April 28th, 2008, entitled, “How To Win The War On Global Warming.”


It's no surprise that covers with an eco-conscious theme would dominate the “Best Concept” category.

What did surprise me was that Hotcards' designer Glen Infante created a nearly identical print design for an ad in HOW magazine, and he did it over a month before this issue of TIME hit the stands


I remember being CC'd on the final design concept, which had to be into HOW by March 17th at noon. It stuck in my mind because I found it so poignant and apt.

At Hotcards, we were busy promoting our “Printing Red, White, Blue, and Green” service. We've always been an all-American, unionized printshop, but only in the last year have we really committed to reducing our ecological footprint. Glen's goal was to bring together these two concepts in the ad, and show that patriotism and environmentalism go hand in hand.

I'm sure TIME art director, Arthur Hochstein, who is credited with the cover design, isn't involved in some far-reaching ad-swiping conspiracy, but is it purely coincidence? Our ad appeared in a print design magazine just moments before it was replicated on the cover of a magazine developed by print designers (and likely HOW readers).

It's a great cover, no doubt, and it was also a great ad. If it does win a Best Cover Award, I hope at least a few people out there know that our Hotcards design team had a hand in it.

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