Amid the prospect of a new publishing cash cow emerging with news the Duchess of Cambridge is pregnant, a collection of the great and mighty magazine editors of the land gathered on Tuesday night in Dawes Point for the annual Maggie awards, honouring the industry's best covers of 2012.
With hundreds of contenders whittled down to a shortlist by a judging panel led by the industry's high priestess, Ita Buttrose, the final decision was left to 85,000 readers to vote on the covers they liked best.
The grand prix award for the overall best magazine cover of the year was a closely fought contest, with a Harper's Bazaar cover showing Nicole Kidman in an intimate embrace with daughter Faith ...
... up against the slightly more highbrow title The Week, which had Julia Gillard beheading Kevin Rudd on its cover.
In the end it was a supermodel in satin tights who took out the honours, with Miranda Kerr tricked up in an all-American Wonder Woman outfit and incongruously holding an Australian flag on the cover of Grazia.
''This is an extremely appealing cover. It has impact, pizzazz and that 'look at me' factor that all covers must have,'' Buttrose declared.
''Miranda Kerr is a great cover choice as she is a popular celebrity with appeal-plus, especially since becoming a mother. Good cover lines; excellent use of colour. Well done Grazia.''