Dictionary of Marketing Terms: back cover
back cover
outside back of a magazine, called the fourth cover. Because this cover is more likely to be seen and read by more readers, it is usually sold at a premium. Often there is a waiting list for advertisments to be placed here. The price of advertising on the fourth cover always includes use of color whether or not the advertisement will be in color. The back cover is also usually the most expensive of all the covers. For example: In 2000, the cost, on a one-time basis, of the inside front cover (second cover) or the inside back cover (third cover) in Vail/Beaver Creek Magazine was $5,249 or $5,035; the fourth cover cost $5,892.
