“[Esquire] thought they made their statement where there should be copy and type all over the cover where you can’t read a goddamn word. I don’t get it. What are you trying to say to me? What’s the point? Is that an idea?
“Why do you put all those cover lines on? They say, ‘Well, if I don’t get somebody interested in this one, I’ll get somebody interested in that one.’
“The covers [of The New Yorker] are the only thing that looks different on the newsstand. David Remnick, three or four years ago asked me, ‘Gee, do you think I should be using photography on the covers now?’ I said, ‘What, are you out of your fucking mind?’
This Blackbook interview with George Lois, who designed Esquire from '62 to '72, is fascinating. Recommended to anyone with an interest in magazines, and especially those who work on them – and covers in particular.