Cover Trail

Bloomberg Businessweek (North America) - - Contents -

How the cover gets made

① “The cover is about United want­ing to be­come a bet­ter air­line, and how it plans to do that.”

“That’s sim­ple—cheaper tick­ets, more

legroom, glitch-free check-ins, on-time flights, cour­te­ous em­ploy­ees, and un­lim­ited booze on ev­ery flight.”

“They’re im­prov­ing the coffee.”

“Baby steps. For the cover, how about an air­line safety card, but in­stead of emer­gency in­struc­tions, it’s some of the ter­ri­ble things that have hap­pened at

the com­pany?”

“An air­line safety card seems a lit­tle

ex­pected to me, com­pletely un­o­rig­i­nal even. It’s like a first idea you throw out there and then work on im­prov­ing. I’m pretty sure I’ve seen it

done in other mag­a­zines—many, many other mag­a­zines—for about as

long as I’ve been look­ing at them.”

“I’ll work up some­thing else.”

② “A man vom­it­ing into an air­line

vomit bag.”

“We just did a bur­rito vom­it­ing.”

“Right. But that was a food item vom­it­ing. This is a hu­man vom­it­ing.

We’re tak­ing the essence of the bur­rito vom­it­ing idea and ap­ply­ing it in a way that breathes new life into it, while at the same time cre­at­ing a vis­ual di­a­logue be­tween the two very dis­tinct vom­it­ing ex­e­cu­tions.”

“Let’s do the air­line safety card.”

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