Editorialize the web
But this happens very slowly. The tech industry will blog about every single iteration to gmail.com yet it’s unusual to see something major happen in your newsfeed.
Magazines on the other hand, will shed their style (usually to a theme) once a month. They’ll hand-craft covers, painstakingly photograph shoots and sprinkle easter eggs throughout the footers. This will be accomplished with a fast thinking team and about 3 weeks. A lot of them won’t have time to flick through that very issue, because they’ll be too busy making the next one. It’s an absolutely insane effort, and a reason why I respect guys like Richard Turley so much.
The whirlwind speed of making a front cover: no A/B testing here boys.