How to Lure a Fantasy Reader into a Story:
Give them something glowing. An endowed object. A mystery… but not just a mystery, a supernatural mystery. Something intriguing. This week’s covers feature things that made me stop and say ooooooh!
This one was the first to catch my eye:
100 CUPBOARDS by N. D. Wilson (Random House, December 2007).
The lure of ‘the glow’ continued on the covers to the sequels in the series:
DANDELION FIRE (Random House,February 2009) and 
THE CHESTNUT KING (Random House, January 2010).
More glowing things: 
THE WIZARD HEIR by Cinda Williams Chima (Hyperion, April 2007),

THE DEMIGOD FILES by Rick Riordan (Hyperion, February 2009),
and, oooooh, check this out: 
The new ARTEMIS FOWL e-book jacket (Disney Books, August 2009).