Many magazines frequently print two covers for a single issue, one for newsstands and the other for subscribers, which will typically feature a more arty???and therefore less checkout aisle friendly???image of the same subject.
Such is the case for the current issue of New York Magazine, which solicited cover designs from a handful of graphic designers and ended up choosing two. The newsstand cover by Fellow Designers includes bright, balloon-like, glossy typography, while the subscribers' cover features white, layered "00"s by Todd St. John. I assumed they were both computer-generated until I saw some behind the scenes documentation and discovered the St. John cover was created with a wooden model, which struck me as refreshingly old-school.
Slideshow with more images as well as the other cover options here: http://nymag.com/arts/all/aughts/62525/