Hoefler & Frere-Jones did some custom typefaces for them about a year or two ago. It’s probably one of those.

Chris is right.

Check the Document Properties>Fonts

Who knows what’s what tho:

http://www.wired.com/images/press/pdf/1708cover.pdf

Mikey :-)

PS... MVB Solano Gothic with get you close:
http://new.myfonts.com/fonts/mvbfonts/solano-gothic-mvb/

@ SuperUltraFabulous: Good call on checking the true PDF cover.

TIP: If you open it in Acrobat Pro and use the ’Touchup Text Tool’ and highlight the type and right-click and get ’properties’ it will tell you the font, font-size, horz scaling, color, etc.

In this case:

THE = HobokenHigh-SemiSans
NEW RULES = Tungsten-Semibold

FOR = HobokenHigh-SemiSans
DIGITAL GENTLEMEN = Tungsten-Medium

AND OTHER = HobokenHigh-SemiSans
HIGHLY EVOLVED HUMANS = Tungsten-Medium

HOW TO AVOID thru BRAD PITT = Tungsten-Medium

Jeff very cool!!! Thank you for posting that info.

Mikey :-)