Cover Trail

Bloomberg Businessweek (North America) - - Contents -

How the cover gets made

① “The cover will be for our sec­ond Global Tech is­sue.”

“What’s go­ing to be in it?”

“A di­verse group of sto­ries, rang­ing from a tech lab in Egypt, to a do-it-all app in China, to a DIY work­shop in Aus­tralia. One of our big­gest sto­ries takes place here in the U.S., where Larry Page is in­vest­ing more than $100 mil­lion of his own money in a com­pany de­vel­op­ing a fly­ing car.”

“Wow! I can’t wait to see what this thing looks like. Can we get a photo for the cover?”

“Yes, the writer is call­ing Larry’s of­fice about it now.”

[One week later] “When can we see the photo?”

“They never re­turned our call.”

“Typ­i­cal. Well, I’m sure we can get an artist to make an ed­u­cated guess.”

[ To artist] “Hello, we need to imag­ine a de­sign for a fly­ing car. One of the most pow­er­ful men in tech­nol­ogy is back­ing it, and more than $100 mil­lion has been in­vested. Think of this de­sign as the most re­al­is­tic and most fu­tur­is­tic vi­sion of the next evo­lu­tion of per­sonal trans­porta­tion.”

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