Printers' Ink - issue of 1915-01-07 (Vol 90, Iss 1)
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 borrows the immense heritage and recognizability of a famous client (a 75-year-old package design) to implicitly argue for the agency's own stability, reliability, and effectiveness.
Steal this when
You want to highlight your role in maintaining the success of an iconic, legacy brand.