From his book:
… I published a series of eight-page full-colour, folded posters (with headlines and articles printed on the back) and charged the same cover price as magazines with ten times that number of pages. The result was dubbed a ‘poster-magazine‘ and sold millions of copies around the world. Nobody had told me it couldn’t be done because nobody had done it before.
The creation of the poster-magazine was absolute freakin genius back then. A then-friend and I marveled at how no one had ever done it before — and how much money the guy doing it must be raking in.
Additional:
Mike Cane’s xBlog 