Live by the polls, die by the polls.
Newsweek magazine is busily trying to prevent any more issues of a special commemorative edition from being sold after it hit stores Election Day featuring Hillary Clinton on the cover.
“Like everybody else, we got it wrong,” said Tony Romando, CEO of Topix Media, the Newsweek partner that produces special issues for the magazine.
A national recall was issued Wednesday for 125,000 copies of the “Madam President” issue. Retailers were told not to place them on stands until after the election, but at least 17 copies – now almost certainly collector’s items – were sold.
The covers for both the Trump and Clinton issues were approved by Newsweek’s editor-in-chief, but the decision to print and distribute was made by Topix CEO Romando. Topix has a licensing agreement with Newsweek to produce the special editions. While a Trump edition was mocked up, Romando was convinced of a Clinton victory by last week’s polling numbers, went to press and shipped the magazines.
“All wholesalers and retailers have been asked to return any issues they have as we need to clear room for [150,000 copies of] the ‘President Trump’ issue,” Romando told the New York Post. “We expect it to sell very well as there is obviously a great demand.”
Romando is planning a larger print run of the Trump version in anticipation of bigger sales following the businessman’s upset victory.
The returned Hillary editions will be pulped.