The idea of creating dual covers was conceived by Mayfair's editors to increase demand for their magazine, which featured nude and semi-nude women. It also aimed to broaden its readership base beyond those interested solely in nudity. By presenting alternate versions of each issue, readers could choose between two different covers depicting beautiful women posing sensually. These special editions were highly coveted collectibles that are still popular today with collectors. But there is more to them than meets the eye.
Mayfair was created in 1965 in response to Playboy, which had launched earlier that year. The new men's lifestyle magazine quickly gained popularity among young males who wanted something beyond just pictures of naked women. They sought quality writing about politics, culture, and sports alongside photography featuring gorgeous models like Mary Tyler Moore, Raquel Welch, and Farrah Fawcett. Soon, they added fashion spreads and other features such as music reviews.
The original mission remained central: attractive women dressed in nothing but undergarments or swimsuits.
Double covers began appearing around 1970 when sales started to decline due to competition from other magazines like Penthouse and Hustler. At first, these variants contained only minor differences such as model choice or layout changes. This strategy worked well enough that Mayfair eventually produced a few issues per year with double covers. One cover might show a woman standing while another lying down; one might be solo while another included male friends; etcetera. As time went on, the variations became increasingly varied and elaborate.
Some examples include: 'Fall 1974' featuring Debbie Harry (Blondie) on both covers wearing black lace bra and panties; 'Summer 1978' featuring two different versions of Linda Carter (Wonder Woman); 'Spring 1979' featuring two women posing together in silk robes; 'August 1982' featuring Cheryl Tiegs in different outfits; and 'December 1983' featuring Christy Brinkley in lingerie vs. bikini. Each issue also came with an accompanying letter explaining why each version had been chosen for production.
These special editions not only increased interest among collectors but helped boost sales within stores since retailers would stock more copies than usual. They were highly sought-after items amongst fans who enjoyed comparing their collections and debating which cover was better looking. For some readers, this added dimension made reading the magazine even more enjoyable because it created an element of mystery about which cover they would get next month!
Mayfair has returned to releasing occasional double covers again due to fan demand.
Modern technology allows for much greater variety than before. Nowadays, photographers can create digital mockups of what either cover will look like before printing begins so that all potential buyers know what they're getting ahead of time.
They often come bundled with bonus content such as posters or stickers, making them even more desirable.
Mayfair's use of double covers proved successful in increasing reader engagement while creating collector interest worldwide. Today, these vintage magazines remain highly prized by collectors who love tracking down rare variants or complete sets containing both versions side-by-side on a single page. With continued innovation, we may see even more creative approaches from Mayfair in the future – perhaps including triple covers featuring multiple models posed together? Only time will tell!