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Harbour’s New Publication Goin’ Deep Scripts an Innovative Game Plan

Harbour Publishing's release of Matt Dunigan's biography Goin' Deep, co-authored with Jim Taylor, captures this CFL Hall of Famer’s legacy as a star quarterback for six different CFL teams.

Goin’ Deep charts Dunigan’s path to the top and reveals how that success was brought to a shattering halt. After a crushing concussion received in a 1996 game against the BC Lions, Dunigan was forced to abandon his active playing career but rebounded as a popular sports analyst for TSN. Goin’ Deep takes readers where fans cannot go, down the stadium runway into the dressing rooms—but it is much more than a football story.

As a player Dunigan was known for thinking outside the box, so it is perhaps fitting that his book employs a unique design feature to deal with the conflicting loyalties of his fans in the four Canadian cities where he had his most outstanding years. As publisher Howard White describes it, “We knew we had to have an action shot of Matt on the cover, but we couldn't decide which of his main teams should get the honour. And we knew whichever one we picked, we would make it very hard for fans from the other three cities to love the book.”

The solution Harbour production manager Anna Comfort came up with is a reversible, four-way dust jacket that displays Dunigan in the livery of either the Edmonton Eskimos, the BC Lions, the Toronto Argonauts or the Winnipeg Blue Bombers, depending on how it’s folded.

“Theoretically, this allows buyers to choose their own cover,” says White, though he admits to some nagging misgivings. “It seems a brilliant solution, but I worry just because I’ve never seen it done before. Maybe we’ll find out why. Or maybe we will start a whole new trend.”

Will the cover score a touchdown with customers? Time will tell.