calling card

Newsweekの紙版としては最後の刊が今週，店頭に並びます。1986年から8年間，同誌の編集長を務めたかMark Whitaker氏が各メディアに表紙作りの苦労話を公開しています。

calling card（visiting card）は「名刺」を指しますが，ここでは「（雑誌の）顔」という意味で用いられています。後にcallという単語もありますが，同じ意味です。

NewsweekとTimeが英語週刊誌の双璧だったころ，両誌によって英語の感覚を研ぎ澄まされた（？）私としては，NWの紙版撤退に際して，何とも言えない一抹の寂しさを覚えています。（UG）

http://d.hatena.ne.jp/A30/20121019/1350624742

The race for the perfect cover: 'Heaven while it lasted'

(CNN) -- When people ask me if there's anything I miss about my old job at Newsweek, it's an easy answer. Besides the amazingly talented colleagues I worked with there, I miss picking the cover.

The cover is the calling card of any magazine, but it was particularly true for newsmagazines, since we put out a new issue every week and the range of subjects we had to choose from was so broad. In my era, as competition from more instant news on cable TV and the Web became ever more intense, it was also the one area where our slowpoke frequency could work in our favor.

Make a smart call on the cover, and it stayed on newsstands and coffee tables for an entire week for readers to admire and discuss. It's why, for instance, I still hear people talk about the cover story that I asked Fareed Zakaria, my former colleague at Newsweek (and now at CNN), to write after 9/11 called "Why They Hate Us."

Of course, the opposite was also true. Make a dumb call and you had to live with it for a whole week. A crudely Photoshopped cover of Martha Stewart emerging from behind a curtain after her brief prison stint for obstruction of justice and making false statements to investigators comes to mind.

http://edition.cnn.com/2012/12/24/us/whitaker-newsweek-covers/index.html?hpt=us_t3