Back Cover Intrigue

Except for a few lapses here and there, I’ve been a subscriber of both Vogue Knitting and Interweave Knits for many years. And in all that time, Classic Elite Yarns has sponsored the back cover of both magazines.

Subscriptions don’t pay a publication’s light bill; advertising does, and both the inside front cover and the back cover are the biggest, most prominent, and most expensive spaces you can buy. Ergo, Classic Elite spends a significant portion of their advertising budget to have their marginally interesting patterns featured back there.

I have a few magazines, and this sponsorship goes back years and years. From my own library, I see that they’re on the back covers of Interweave Knits’ Spring 2001 issue and Vogue Knitting’s Fall/Winter 1988. Probably even further back. They’re also on the back cover of the few issues I have of Knitscene, Knit Simple, and Knit.Wear.

So that means that Classic Elite has been sponsoring the back cover of VK for at least 26 years. They’ve changed the typeface they use, their style and styling, the placement of their name in the ad—center, sideways, top, bottom—and their models. But that four-color ad has always belonged to Classic Elite Yarns.

Until now.

The back cover of Vogue Knitting’s Spring/Summer 2014 issue

I always hold my cowl up with my hand, don’t you?

is sponsored by

Good thing she’s wearing tights.

We’ll be in suspense for a few months as we wait for the next issue of VK. Was Rowan’s sponsorship is a one-time thing, or has Classic Elite been toppled for good? If so, then the question is, what happened?

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