Covers Sell

Covers Sell

Retro Cover Falls Short

Posted by Scott On March - 3 - 2015ADD COMMENTS

check_mark_125x125Last May I posted Outdoor Canada‘s Summer 2014 issue along side the Summer 2013 issue as Cover of The Week.

I praised the gutsy move to test something different.  But pointed out that it was going to be tough to beat the results from the previous year.

Sure enough, the Retro approach for 2014 didn’t work.

Despite a draw that was increased by 11%, the Retro cover fell short by 21% compared to the prior year’s cover.

 

Rob Ford Puching Bag Cover Sells

Posted by Scott On March - 3 - 2015ADD COMMENTS

check_mark_125x125Back in May of 2014 I posted the May 12th 2014 issue of Maclean’s as Cover of the Week.  I said:

“This cover is just having so much fun, how can a newsstand junkie not give in to temptation?

For skybar lovers, Maclean’s can always be counted on for strong, easy to read skybar.

Nice use of the cover real estate.  Overall just a great magazine cover!”

So, how did it sell?  Only 3 of the 21 covers in the first half of 2014 outsold it.  It beat the average sale for the first half of 2014 by 22%.

Nice job!

Prince Charles Sells

Posted by Scott On March - 3 - 2015ADD COMMENTS

check_mark_125x125Back in April 2014 I posted the May 2014 issue of Zoomer as the cover of the week.

It sold 2,187 more copies than the issue in the same time slot in the prior year.

That’s a 47% lift.

Very nice results indeed!

 

Maxim Grows Up

Posted by Scott On February - 27 - 2015ADD COMMENTS

thenandnow_125x125Maxim magazine has announced an all new look and positioning effective with the March 2015 issue. The once hyper-successful “lads magazine” has experienced a sharp decline in circulation recently, down 33% in the first half of 2014.  The magazine, which was launched in 1995 reached a zenith of 2 million circulation.

The redesigned magazine targets an older, more affluent audience to match the magazine’s core readership, which has seen its average age increase by 10 years over the past decade. “Our guy has grown up,” said publisher Kevin Martinez. “He’s 33, starting to make money and looking at his life differently, ” according to an article in Ad Week.  

Apparently, the less raunchy approach to both the covers and the interior content, has resulted in a success with advertisers.  The March issue is up 30 pages-a 289 percent increase-from a year ago.  High-end brands like Prada, Armani, Marc Jacobs, Calvin Klein and Bloomingdale’s, have bought ads aimed at the older, more sophisticated male target.

The new cover approach steers clear of any cleavage or bikinis, and is a “less is more” approach.  See new cover and 2014 covers below.

Mar 2 2015

JanFeb 2014Mar 2014

Apr 2014May 2014

Jun 2014JulAug 2014

Sep 2014Oct 2014

Nov 2014Dec 2014

Winners of 2015 Canadian Cover Awards

Posted by Scott On February - 25 - 2015ADD COMMENTS

news_green-125x125The winners of the 2015 Canadian Cover Awards were handed out last night at a cocktail party event that was well attended on a cold Winter night.

The Canadian Cover Awards recognize and celebrate the success and importance of magazine covers in Canadian single copy sales. Canadian magazine titles were invited to submit top-selling covers for consideration in eight award categories. Entries were open to issues sold on Canadian newsstands in 2014 (from September 2013 to September 2014) with final newsstand sales.

Newsstand sales were worth 50 percent of a title’s final score, the remaining 50 percent determined by a panel of judges that included a retailer, a wholesaler, a national distributor, a circulation director and an art director.

General Interest, Arts, Lifestyle and Regional

Gold: Legion, Victoria Cross issue
Publisher: Jennifer Morse
Editor: Dan Black
Circulation/Newsstand: Scott Bullock
Art Director: Jason Duprau

legionVictoriaCross2014

 

Silver: Zoomer, June 2014
Publisher: Gord Poland
Editor: Suzanne Boyd
Circulation: Marisa Latini
Art Director: Jeff Hannaford
Photographer: Marco Grob/Trunk Archive

Bronze: Homes & Living Calgary, December/January 2014
Publisher: Robert Read
Editor: Michelle van der Merwe
Circulation/Newsstand: Craig Sweetman
Art Director: Karla Peckett
Photographer: Ema Peter

83_coverhomesAndLivingCalgaryJan2014

 

Home and Décor

Gold: Style at Home, November 2013
Editor: Erin McLaughlin
Circulation: Doris Chan
Newsstand: Pat Strangis
Art Director: Shelley Frayer
Photographer: Stacey Van Berkel

7_cover

 

Silver: Canadian House & Home, January 2014
Publisher: Lynda Reeves
Editor: Suzanne Dimma
Circulation: Alexandra Cooper
Art Director: Jason Kang
Photographer: Donna Griffith

Bronze: Décormag, juillet/août 2014
Publisher: Lise Paul-Hus
Editor: Jean-François St-Michel
Newsstand: Nathalie Libersan
Art Director: Micheline Charest
Photographer: Angus McRitchie

untitledp01A CouvertureHR [P];.indd

 

News, Business and Celebrity

Gold: Hello! Canada, August 25, 2014
Publisher: Melissa Ahlstrand
Editor: Alison Eastwood
Circulation: Sarmistha Roy
Newsstand: Mark Hamill
Art Director: Joanna Wood
Photographer: Jamie Painter Young

91_cover

 

Silver: 7 Jours, 13 juin 2014
Publisher: TVA Publications
Editor: Marie-Claude Bonneau
Circulation: Lucie Dumas
Newsstand: Michel Nivischiuk
Art Director: Jonathan Denis
Photographer: Jean-Claude Lussier

Bronze: Zoomer, November 2013
Publisher: Gord Poland
Editor: Suzanne Boyd
Circulation: Marisa Latini
Art Director: Jeff Hannaford
Photographer: Chris Chapman

52_cover66_cover

SIPs and New Magazines

Gold: PRN Ignition, 2014 Handbook
Publisher: Tim Rutledge
Editor: Shaun Keenan
Newsstand: Craig Sweetman
Art Director: Queue Gonzalez

60_cover

 

Silver: Inside Fitness, 2014 Women’s Training Guide
Publisher: Terry Frendo
Editor: Rachel Debling
Circulation/Newsstand: Craig Sweetman
Art Director: Jason Branidis
Photographer: Arthur Kwiatkowski

Bronze: PRN Ignition, 2014 Buyers Guide
Publisher: Tim Rutledge
Editor: Shaun Keenan
Newsstand: Craig Sweetman
Art Director: Queue Gonzalez

17_cover59_cover

Small Magazines

Gold: Canada’s History, April/May 2014
Publisher: Deborah Morrison & Melony Ward
Editor: Mark Reid
Circulation: Danielle Chartier
Newsstand: Scott Bullock
Art Director: James Gillespie

47_cover

Silver: Canadian Art, Winter 2014
Publisher: Jacqueline Howe
Editor: Richard Rhodes
Circulation/Newsstand: Eithne McCredie
Art Director: Barbara Solowan
Illustrator: Lawrence Paul Yuxweluptun

Bronze: East Coast Living, Fall 2013
Publisher: Patty Baxter
Editor: Janice Hudson
Art Director: Gwen North
Photographer: Sean McGrath

16_cover48_cover

 

 

Sports and Leisure

Gold: The Hockey News, Season Preview #40
Publisher: Jacqueline Loch
Editor: Jason Kay
Circulation: Doris Chan
Newsstand: Pat Strangis
Art Director: Erika Vanderveer
Photographer: Andre Ringuette/NHL

34_cover

Silver: PRN Ignition, Fall 2014
Publisher: Tim Rutledge
Editor: Shaun Keenan
Newsstand: Craig Sweetman
Art Director: Queue Gonzalez

Bronze: Explore, Fall 2014
Publisher: Brad Liski
Editor: David Webb
Circulation/Newsstand: Craig Sweetman
Art Director: Arran Yates
Photographer: Steve Ogle

61_cover38_cover

 

Family and Kids

Gold: chickaDEE, December 2013
Publisher: Jennifer Canham
Editor: Mandy Ng
Circulation: Charmaine Thompson
Art Director: Susan Sinclair
Illustrator: Steven Charles Manale

85_cover

 

 

 

Silver: Chirp, November 2013
Publisher: Jennifer Canham
Editor: Jackie Farquhar
Circulation: Charmaine Thompson
Art Director: Susan Sinclair
Illustrator: Patricia Storms

Bronze: OWL, June 2014
Publisher: Jennifer Canham
Editor: Kim Cooper
Circulation: Charmaine Thompson
Art Director: Susan Sinclair
Photographer/Illustrator: Tony Quinn

84_cover86_cover

 

Women’s Service

Gold: Elle Québec, April 2014
Publisher: Lise Paul-Hus
Editor: Sandra Abi-Rashed
Newsstand: Nathalie Libersan
Art Director: Nancy Pavan
Photographer: Alison Edmond

68_cover

 

Silver: S/ Style & Fashion, Fall 2014
Publisher: John McGouran
Editor: Lisa Felepchuk
Circulation: Craig Sweetman
Art Director: Evan Kaminsky

Bronze: Canadian Living, September 2014
Publisher: Jacqueline Loch
Circulation: Doris Chan
Newsstand: Pat Strangis
Photographer: Jeff Coulson

94_cover28_cover

 

Newsstand Marketer of the Year: Anita Baldwinson

The Newsstand Marketer of the Year award is presented annually to an individual who demonstrates true innovation and passion within a successful newsstand marketing project. This year’s winner is Anita Baldwinson, Manager of Retail Services & Marketing at TNG.

In the past two years, Baldwinson developed a program called Magazines Move at TNG that has been integral to the launch, exposure and growth of many Canadian magazines. Her nominators and peers describe her as creative, collaborative, reliable, sincere and having the utmost integrity. In a challenging newsstand environment, Baldwinson’s continued interest and research into what happens at the retail level has helped magazines find sales-related solutions, and this ongoing commitment to magazines has made her this year’s Newsstand Marketer of the Year. From one nomination: “At a time of great change in our industry, it is professionals like Anita that give me hope and encourage me to continue making print magazines. She treats our magazines like they matter.”

The Canadian Cover Awards were held in Toronto on Tuesday, February 24, 2015 at an awards reception generously sponsored by the Alliance for Audited Media.

CMC and Magazines Canada would like to thank all of the sponsors who made the Canadian Cover Awards possible: marketing sponsor Covers Sell; design sponsor K9 Strategy + Design; promotional retail sponsor Gateway Newsstands; Small Magazine prize sponsor Presse Commerce; and reception sponsor and Newsstand Marketer of the Year presenting sponsor, the Alliance for Audited Media.

Maclean’s Mandela Special

Posted by Scott On February - 23 - 2015ADD COMMENTS

check_mark_125x125On February 12th 2014 I posted Maclean’s Nelson Mandela cover as Cover of the week.  The point was to underscore the great quality covers Maclean’s churns out, and to highlight a great use of black and white photography for a classic tribute cover.

The issue sold an astounding 29,858 copies at a 41% sell-through.

To put this in context, a regular weekly issue of Maclean’s in 2014 sold roughly 7,200 copies.

This SIP was a huge success!

mmeMandela_07ja2014

 

Vogue April 2014

Posted by Scott On February - 23 - 2015ADD COMMENTS

check_mark_125x125On March 26th 2014, I posted the April 2014 issue of Vogue magazine.  The issue was being dumped on for lowering the standards of Vogue by putting Kim & Kayne on the cover, and how this created a social media feeding frenzy.

The issue sold 23,023 copies in Canada.  It was the 4th best selling issue of 2014.  It sold 4% better than the overall average issue.  The giant Fall Fashion issue in September was #1, as usual.

Vogue Kim

 

 

 

 

MoneySense Feb/Mar 2014

Posted by Scott On February - 23 - 2015ADD COMMENTS

check_mark_125x125On February 12th, 2014 I posted the Feb/Mar 2014 issue of MoneySense as Cover of the Week.  I was pointing out the trend to using much larger type for the main cover features.

The issue sold over 11,100 copies.  The issue beat the overall average sale for 2014, and only 3 other issues sold better.  All the covers featured very aggressive type treatments.

The message here is don’t be shy.

 

moneysense feb2014

 

Feb 2014 Toronto Life

Posted by Scott On February - 23 - 2015ADD COMMENTS

check_mark_125x125On January 24th, 2014 I posted the February 2014 issue of Toronto Life as Cover of the Week.  Despite it being an Illustration, and a political theme (two strikes normally) I loved the cover.

It sold roughly the same number of copies as the February 2013 issue (The Secret Sex Lives of Torontonians) which is a small victory given the context.

The issue was an average producer for 2014.

TL0214_Lors

 

Fashion’s Gaga Feb 2014

Posted by Scott On February - 23 - 2015ADD COMMENTS

check_mark_125x125On January 8th, 2014 I named the February 2014 issue of Fashion as Cover of the Week.

Unfortunately, the issue did not sell particularly well.  It sold essentially the same number of copies as the February 2013 issue.

Of the 10 covers in 2014, it was #5…right in the middle of the pack.

Despite having an Exclusive Interview with Lady Gaga, it just didn’t work.

CVRgaga_0214_Lo

 

 

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Scott Bullock’s Newsstand Cover Quiz Show is legendary in the industry. Using covers as the catalyst, this interactive and entertaining format is a light-hearted but hard-hitting spin on Packaging 101. Testing the cover savvy of magazine professionals across disciplines, the Quiz Show pits publishers against editors, circulators against art directors, retailers against wholesalers -- ultimately leading to new common ground in the quest for better covers. Scott is the Owner of Circ3, Smart Circulation Solutions, a circulation consultancy. www.circ3.com

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