The answer is when a ‘belly wrap’ is placed around it. It became apparent at Electronica that at least one German publisher is getting very greedy when it comes to selling front cover positions. We came across one situation where an advertiser was sold a premium-rate front cover position only to find the cover completely obscured by a belly-wrap advertisement placed around the whole magazine. If publishers run editorial front covers, they’re entitled to do whatever they like with the covers. If they charge advertisers a large premium for a front cover, they should deliver the promised premium visibility, or at the very least point out that the cover might be covered up with something else. I suspect they might not then get as many takers. Caveat emptor.