Broadcast Advertising - November 1930
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
It uses the established brand template but breaks the usual pattern (list of features) with an announcement, creating anticipation and highlighting the importance of the next issue.
Steal this when
Using a regular publication cover to tease a highly important upcoming event or special issue.