In the cutthroat world of glossy fashion magazines, what goes on the cover is crucial to success.

Editors at the likes of Grazia and Vogue Magazines spend hours antagonising over who should adorn their covers, knowing full well the circulation will rise if they get the image right, or fall accordingly if the pick a dud.

It could be that the recently crowned ‘World’s Sexiest Woman’ Cheryl Crowe, with her inoffensive dress sense and hair and a strong but cheerful demeanour is worthy enough of shelling out a couple of pounds for. Perhaps the high-fashion Victoria Beckham with labels and bags and her Hollywood connections is more likely to run off the shelves.

British Vogue’s Alexandra Shulman says Kate Moss has always worked for them, her grungy chic look and sultry pout offset by human interest in the always interesting model.

To better determine what the market is looking for, or trying to avoid, fashion magazines hold regular meetings with focus groups and consult a variety of facts and data on sales, circulation and surveys. To add to the confusion however, magazines do not always try to appeal to their customers. Most dedicated readers will by their favourite magazine regardless of the cover, leaving the magazines to try and tempt floating readers. Here, the cover becomes the all important bait.

Shulman says some colours just don’t work, such as mustard yellow or pretty much any shade of green. Black is also to be avoided in favour of pretty, simple patterns and colours, with metallic pink a popular choice.