Vice Magazine Invents the 'Glow-in-the-Dark Cover Ad' Business

They say that with plumbing, eventually the water is going to create enough pressure and find a way to escape from its restrictions. Such can be said with the magazine business. For instance: if you think people will only accept 60 pages of ads, you quietly try 61 — until suddenly, not six months later, your readers’ copy of Vogue weighs thirty-nine pounds and their postal carriers hate them. But when even the unconventional becomes the norm, where else can you go? In this piece in Folio by our old friend Dylan Stableford, it turns out that Vice magazine has found the solution: stick