The last page before the reader closes the magazine, and often the best value of the cover positions.
So the media pack lists an “IBC” at a premium and you’re wondering whether it’s worth it. The inside back cover is the least expensive of the three cover positions in most magazines. It can still be a very good page to own. This guide explains why.
Key takeaways
- The inside back cover is the inner side of the back cover, the last page before the magazine closes.
- It’s one of the three cover positions, alongside the outside back cover and inside front cover.
- It usually costs more than a standard full page and less than the other two cover positions.
- It suits regular advertisers who want a fixed, easy-to-find home in every issue.
What the inside back cover is
The inside back cover (IBC) is the reverse of the back cover. It faces the last page of editorial or advertising inside the magazine. Readers see it as they reach the end of an issue and often as they flick through from the back, which many people do.
The cover positions guide shows how it fits alongside the other premium pages.
Why the inside back cover is often good value
The IBC shares some of the benefits of the other cover positions. It’s a fixed, recognisable page, it’s printed on the cover stock and there’s only one in each issue. Because it’s at the back, it’s usually priced below the inside front cover and well below the outside back cover. For a regular advertiser, that can make it the most affordable way to own a cover position.
Who the inside back cover suits
The IBC works well for brands that want consistent presence. A supplier who appears on the IBC of every issue becomes familiar to readers over time. It also suits messages people look for when they finish reading, such as event dates, directories of services or contact details.
Designing for the inside back cover
As with any cover position, keep it bold and simple. One image, a clear headline and your logo will do more than a page of detail. If you book a series, plan a family of designs that share a look and change the headline or offer each time, so regular readers notice something new.
Ask for the exact specification, since cover pages can differ from inside pages, and check how colours reproduce on the cover stock.
Fitting the inside back cover into a wider plan
The IBC works well as the steady anchor of a print campaign. A supplier might hold the IBC all year, then add a full page or advertorial in the issues that cover their specialist topics. The cover position keeps the name familiar while the inside pages carry the detail. Ask the publisher whether booking the IBC for a year gives you first refusal on it the following year, since that continuity is a large part of its value.
Questions to ask before you book
- Is the IBC available for the issues you want?
- Is it sold by the issue or by the year, and is there a series discount?
- Are the measurements different from a standard full page?
- Will the page appear in the digital edition?
- Can you change the artwork from issue to issue?
Common pitfalls
The commonest mistake is assuming the back of the magazine is seen less and dismissing the IBC without asking the price. Another is using the same unchanged artwork for a year, so regular readers stop noticing it. A third is supplying a design that relies on fine detail, which can be lost on heavier cover paper.
Is the inside back cover right for you?
If you want a premium, recognisable position at a sensible price and you plan to advertise regularly, the IBC is worth considering. If you need to reach people who never open the magazine, the outside back cover does that better. The print advertising guide sets out the full range.
Why listen to me on this?
I have spent around ten years in B2B publishing as an editor and content strategist, working across national and international titles. I currently edit an industry-leading international journal, played a central role in launching its sister title and previously edited a leading retail publication. My work has covered print magazines, digital content, newsletters, social media, audience growth (taking one title’s LinkedIn impressions from tens of thousands to over a million a year), staff training, AI-assisted workflows and regular contact with senior industry and government figures. I have also judged industry awards. I’ve filled the inside back cover in a great many issues of the titles I edit, so I know how it’s sold and what advertisers get from it. My About page has more on the publications I’ve edited.
If you have a question about the inside back cover, or a different experience of it, I’d be glad to hear from you. You can get in touch here.