Cocorico (illustrated magazine) - poster
The pattern
This still is filed under Lettered cover hook.
Define
The cover is the hook, and the hook is lettering: a title treated as an image.
Mechanism
Type as bait. The words are drawn so they stop the hand before the contents are known.
Verdict
A journal, book, or issue must sell itself on a rack or a feed
Why it works
The name is onomatopoeia, so the illustration does not decorate the headline, it pronounces it. One symbol taken past the edge of the sheet and cropped reads at street distance where a composed scene would not. The copy is lettered onto the bird's body rather than set in a panel beside it, which forces the reader into the image to get the information and makes the contributor list part of the picture. Colour is rationed to a single scarlet on ochre, so the comb and the open beak take the eye before any word is read.
Steal this when
Steal this when the brand name is a sound, a word or a gesture that a single image can perform rather than illustrate. It is also the right structure when your credibility is a list of names and you want that list read without setting it as a dead credits block.