Covers Sell

According to U.S.-based MagNet Business Insights (thanks to Gil Brechtel for sharing this information), the controversial Breast-Feeding cover is selling!

Rule #6 Be Controversial and Collectible

See original blog post: http://www.coverssell.com/?p=5819

Not surprisingly, all the free tv, radio, and twitter-time has helped elevate the buzz around Time Magazine.  And as one of my readers pointed out on Masthead, it doesn’t hurt that the mummy is extremely attractive (he said “hot”, but point taken) :  Rule #20  Be Sexy! is working here too.

But my guess is that Controversial trumps Sexy, and that lots of women, as well as men, are buying this issue, because it has gotten so much free advertising and people are curious to learn what all the fuss is about. But her hair may have something to do with it too, I suppose.

1. It is tracking 82% better than the issue prior (Scandel above)
2. It is tracking 59% better than two issues prior (Osama above)
3. It is tracking 46% better than the total average of the 13 issues prior
4. It is tracking 43% better than the total average of all 26 issues prior

Those are some impressive results!

This just in from BoSacks…a very compelling point of view!

Bosacks Speaks Out: On Mag Covers, Time Inc., Breasts and What’s Not Being Said! 

www.bosacks.com

Someone please tell me what all the discussion and brouhaha is about a very well-designed cover of a magazine.   

It seems to me that the conversation is all about the wrong thing. Is it about the picture of a woman’s breast? Is it that she is feeding her child in an open, unpretentious, and unembarrassed way? Is it that by some standards the child is just too damn old to be still breast feeding? My goodness!  Of the 10,000 magazine covers out there this year many display much more cleavage, much more breast-feeding, and many more out of the norm mother and child relationships.  Of all the things in this world to get into a tizzy over this should be pretty damn low on the seismic scale of published things to publishers, with the exception of the brilliance of the beautiful and totally arresting art direction. Isn’t that what a cover should do?  That is what we should all be talking about with complete and total professional jealousy. You should be asking, “Why can’t my art director make a cover like that?” That is the real question. 

Where is the regular production of great, provocative covers like those of George Lois, presented with regularity on the covers of Esquire. Maybe we have forgotten how to make great covers, so when someone actually does make a great one we get bent out of shape. Dammit wake up and smell the solvent. It was a great cover on a printed magazine doing exactly what it was supposed to do in a crowded field . . . stand out! Perhaps I’ve dealt with one cover breast too many to get bent out of shape by this superior media play.

In 1975 I was involved with High Times and we produced the now famous Chocolate Breast cover. No big deal and it sold about 85% of all the issues we put on the newsstand.  In fact, in those days we sold about 85% of every issue we put on the newsstand.  Why well not?  We had a great niche title and one terrific provocative cover after another.

Dear friends if you want to stop the slide on the newsstand,  dare to be great, dare to be provocative, be what you are or should be — a dynamic print product that is worth picking up and reading.  If you aren’t a cocky rooster on the newsstand, then chances are you won’t be on the newsstand very long.  To get your magazine to be read it must be picked up in the typical 10 second consumer scan. That is rule number one for any publisher whether you are in the business for 5 minutes or 40 years.  Greatness does not come from being either shy or lazy; it comes from wanting to conquer the part of the world you find yourself in.  

Take the battle to the enemy, and on the newsstand your enemies are many. You are competing against every other printed title out there and the millions of web pages that are seducing your former readers with titillating distractions.  Survival and success is your choice, the timid wither away while the publishing great’s with a compelling cover in one hand and great idea in the other, will conquer the world.

A fabulous, must-read, article in today’s Globe & Mail by Simon Houpt, on “The posterizing of the Media”.   Click Link To Read:

http://www.theglobeandmail.com/news/arts/from-cover-to-cover-a-renaissance-in-magazine-design/article2433681/

“The much hyped–indeed overhyped–death of print is spurring a renaissance in cover design,” says Houpt.  

Houpt goes on to document Tina Brown’s successes, and failures, with respect to Vanity Fair,  New Yorker, Talk and now Newsweek.  He then moves on to talk about how Time magazine and Bloomberg Businessweek’s covers are getting way more edgy, with an eye to capturing the interest of televison, the web, and bloggers, to magnify and re-circulate the buzz.

Houpt references Time magazine’s recent cover featuring a breast-feeding blonde mom, as a shot across Tina Brown’s bow.  Brown’s response?  “Let the games begin”.  This focus on provocative covers just gets more and more interesting.

“Since its redesign two years ago, Bloomberg Businessweek has become a rare business publication that puts whimsy and creativity up front, even as the covers capture a moment,” says Houpt.

All this positive focus on magazines, and covers being used as a way to define our place in the media landscape, is extremely refreshing.

Toronto Life is launching a new Special Interest Publication (SIP) on Neighbourhoods.

Here is a quote from Maryam Sanati – Editor: 

“Toronto Life Neighbourhoods is an all-new insider’s handbook to the 300 best things to do in this city right now. It’s authoritative and carefully curated—everything readers have come to expect from Toronto Life. It’s also hopelessly romantic. We love this city, and we wanted to revel in its prosperity. Everywhere you look these days, Toronto has great new local bars, restaurants, markets, vintage shops, décor stores and galleries. Our experts pick the very best of the crop. The point is to offer a useful magazine that lets Torontonians play tourist in their own town. Our art team—art director Una Janicijevic, photo editor Anna Lisa Sang and photographers Emma McIntyre and Derek Shapton—contributed more than 300 documentary photographs to the project. Emma’s cover image sets the mood—a lovely street scene on a bright summer’s day. It’s a perfect Saturday morning in Toronto.”

It’s always a great day when a new magazine is launched, and particularly so when the cover is this good!

The Newsstand Cover Quiz Show is going Vegas. 

On Monday, May 21st, 2012, the Quiz Show will be presented at the City & Regional Magazine Association (CRMA) annual convention, in Las Vegas, Nevada.

If you want to get the answers to the Esquire Quiz, fly down and get the inside edge.

 http://www.citymag.org/City-and-Regional-Magazine-Association/CRMA-Membership/Membership/CRMA-2012-Annual-Conference/

The Quiz Show then returns to Toronto, at the MagNet Conference, on Wednesday, June 6th, 2012.  This year’s theme:  Art Director’s Rule!  Come hear how three of Canada’s top art directors create winning covers.

Jason Logan, Creative Director, Rogers Publishing; Christine Dewairy, Art Director, Toronto Life; and Brian Morgan, Art Director, The Walrus

Take part in the Esquire Quiz, for your chance to win a $2000 check from Presse Commerce for newsstand promotion for your magazine.

Here’s a clue.   Him or Him or Him?

Be sure to register early, as seating capacity is limited.  You don’t want to miss out on a chance to be a hero and bring home $2,000 for your magazine.

Sign up today! http://magnet.magazinescanada.ca/

Canada’s History magazine, first published in 1920,  (only Maclean’s has been continuously published longer in Canada…good company to keep), will be celebrating a few milestones with the June/July 2012 issue.

For the first time ever in 93 years, Canada’s History will offer newsstand buyers a split cover.  The first cover celebrates Queen Elizabeth II’s Diamond Jubilee.  The second cover celebrates the Calgary Stampede’s 60th anniversary.  The Art Director is Michel Groleau, and the Editor is Mark Reid.

Retailers serviced by NewsWest Calgary and NewGroup Calgary will receive the Calgary Stampede cover, while the rest of Canada will be receiving the Queen cover.  The issue is officially on sale June 4th, 2012.

The 2012 Quiz Show at the MagNet Conference, Wednesday, June 6th, 2012, will feature three of Canada’s finest Art Directors for a Q & A on the Cover Development Process.

Jason Logan, Creative Director, Rogers Publishing; Christine Dewairy, Art Director, Toronto Life; and Brian Morgan, Art Director, The Walrus; will be this year’s star guests, as they share insights on how the cover process works, who is involved, what matters, and how covers evolve creatively from concept to completion.

Jason Logan, Creative Director, Rogers Publishing; Christine Dewairy, Art Director, Toronto Life; and Brian Morgan, Art Director, The Walrus

This year, covers from Esquire magazine will be featured in an audience particpation warm-up event, with a lucky attendee walking away with a $2000 check for a newsstand promotion, sponsored by Presse Commerce. Click on Images to Zoom in.

Plus, you’ll get insight on the 30 Rules for newsstand succsess, and an inspirational Quiz Show session, with the audience matching wits with our Celebrity Art Directors…after all, Art Directors Rule!

Last year’s event was a sell-out, and seating is limited, so don’t miss out.

To register, click on this link:http://magnet.magazinescanada.ca/

Act Now to reserve your seat, and to secure a chance to be a hero and bring home $2000 for your magazine!

The May 21, 2012 issue of  Time magazine is causing quite a stir.

http://www.politico.com/blogs/media/2012/05/time-magazines-provocative-new-cover-123059.html

As we know, the bible thumpers and moral majority crusaders south of the border can really get agitated about breasts. Then throw in the fact that the kid who is breast feeding (something all politically correct types and health care advocates support), is more teenager than toddler, and bam, you’ve got the nitro effect that can create a firestorm of chitter chatter, outrage, and free publicity.  And probably help sell a lot of magazines!

Rule #6  Be Controversial and Collectible

National Geographic’s May 2012 issue looks like a winner.

Americans remain fascinated by this defining moment, the moral issues, the economic issues, the political heroes, the generals, the horrific loss of life, that helped shape the nation.

National Geographic’s covers are of such a consistently high calibre artistically, so when combined with a cover feature that expands their market (Rule #2:  Subject Matter Matters), success at the newsstand is practically guaranteed.  Love the Koala cover inset, the free poster, and the two additional hooks at the “floor bar”.  Look for sales to jump.

The 2012 National Magazine Awards Foundation has released the list of finalists for the annual Best Cover Award, handed out at the presitgious event, honouring artistic and editorial excellence in the Canadian Magazine community.

There are 10 nominees for the Best Cover Award.

Please vote for both the cover you WANT TO WIN the gold.  And vote for the cover that most likely WILL WIN the gold.

Scroll down and Check out the 10 Finalist covers below:

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See blog post from 2011 by clicking this link: http://www.coverssell.com/?p=3697

And here is a post from 2010: http://www.coverssell.com/?p=1593

Now, here are some 2012 observations…

The Grid:

Lass Turnbull predicted that The Grid “was going to make some noise,” and they most certainly have.  I posted some very favorable reviews of The Grid, regarding their covers, so it comes as no surprise that they have snagged two nominations for Best Cover.  See Links Below:

http://www.coverssell.com/?p=2167

http://www.coverssell.com/?p=4749

http://www.coverssell.com/?p=5118

http://www.coverssell.com/?p=3595

Under Turnbull’s stewardship, his magazines have won before, both at Report on Business in 2005 and at Shift in 1998.  And with two covers in the mix, The Grid has a 20% chance of success! 

Canadian Business:

I’m a huge fan of Canadian Business…they have been turning out excellent covers. I blog about them as inspirational object lessons frequently.  See links below:

http://www.coverssell.com/?p=4539

http://www.coverssell.com/?p=2695

http://www.coverssell.com/?p=4953

http://www.coverssell.com/?p=4641

http://www.coverssell.com/?p=1429

The nominated cover sold 6.4% below their average for the year. CB’s PMB numbers are impressive, with 11.8 readers per copy and an audience of over 1 million.

The two subsequent issues, July 18th and August 15th, sold considerably more copies to eager readers.  The July 18th cover sold 122% more than the nominee, and the August 15th cover sold 64% better.  These covers are fantastic examples of what make magazines special:  they look like fun, timely, provocative, informative, interesting, useful and entertaining reading experiences.

And let’s not forget the CB Specials.  The annual 2011 Summer Investor issue sold 275% more copies than the nominee.  The annual 2011 Winners & Losers issue is selling brilliantly as well (while not final yet), at 164% better than the nominee.  Tell me readers and advertisers are not thrilled!  As for the brand…these covers would make any brand manager beem with pride.

Vancouver Magazine:

As the former Circulation Director of two city magazines (Toronto and Dallas), city magazine covers are amongst my favourites.  And Vancouver Magazine consistently turns out first-rate covers that are some of the very best in the city and regional genre.

The nominated October 2011 cover was the worst selling cover of the 10 regular issues, selling 38% below the overall average.

Check out these two awesome covers from Vancouver Magazine.  The Jul/Aug 2011 (30 Top Shops) cover sold 151% more copies than the nominted cover.  The Jan/Feb 2011 (Wine Awards) cover sold 154% more copies than the nominated issue.  It is also the best-selling issue since Jul/Aug 2009…i.e. the best performance of the past 26 issues published! 

While it is true that these two issues enjoyed more time on the newsstand shelves, which helps boost sales, they also are extremely elegant, sophisticated, and finely honed artistically.

These covers work hard at the primary mandates:  1)  Reflecting positively on the brand,  2) getting subscription or even controlled circulation copies opened by eager readers, 3) selling copies at newsstand.  After all, the readers are what matter the most, and they usually vote with their wallets.  Advertisers also matter to magazines, and the eyeballs of readers had better be demographically relevant, and of sufficent reach, when ABC, CCAB statements, and PMB results are under review. These covers deliver on all counts! 

Toronto Life:

Toronto Life has a rich history of winning the Best Cover award .  They took home Gold in 2008, 1997, 1996, and 1977.   They share the “most decorated” distinction in this category with Report on Business magazine.

The nominated October 2011 cover sold below the average for all 2011 covers, i.e. 7th best of the 12 published.

• The April 2011 (Eat) issue sold 59% more copies
• The January 2011 (Cheap) issue sold 46% more copies
• The September 2011 (Exodus) sold  10% more copies

Are these not worthy of Gold?  They are classic service journalisim covers in the proud tradition of City magazines, as invisoned by the great Clay Felker of New York magazine, the father of city magazines.

Report on Business:

The iconic Canadian brand has won the Best Cover Award four times, tied with Toronto Life, for most Gold awards in this prestigious category.  They won in 2009, 2005, 2002, and 1988.   Impressive. 

As a controlled circulaton magazine that is delivered with the Globe & Mail, the magazine can focus on simply reflecting proudly on their brand and making sure it is compelling enough to get newspaper readers to pick it up and read it.  Judging by their PMB numbers, this is not a problem.  2011 PMB shows a circulation of 265,000 copies for a total audience of over 1 million or 4 readers per copy. 

This:

Personally, I’m betting on This.  This has won the Canadian Newsstand Awards four times in a row (from 2007 through 2010…talk about a dynasty) where 50% of the judges score is based on newsstand sales results and 50% of the judges score is on artistic merit.  

The small independent magazine, with a proud tradition of publishing many of Canada’s best writers, always punches well above its weight.  The cover is both fun and original…a great example of what makes magazine publishing relevent, exciting, creative.

According to Publisher, Lisa Whittington-Hill, the nominated cover was their 2nd best-selling issue of the six issues published in 2011. It sold 22% better than the average issue.  That’s a winner! 

Here are some other classics from their website:

EnRoute:

The award-winning in-flight book won the Best Cover award in 1994, for Canada’s Top 150 Restaurants. 

Being unrestrained by the need to sell on cluttered newsstands, the magazine’s covers are free to dazzle and tantalize.   Bonus:  no ugly upc codes to worry about either.  The key is to get those high-end travelers to open the magazine, and spend some quality time consuming the goodies inside.  You have to love captive audiences.  PMB stats sure look good.  Circulation of 138,000 copies yields an audience of 986,000 at 7.1 readers per copy.  Impressive.  Looks like the covers are working!

Urbania:

Winner of the Silver in the Best Cover category last year, this year’s nominee is pink and cute, not terrifying and disturbing….so it probably won’t win.  But you never know.  “Art with Logo” ( a term coined by the great Paul Jones) is often a recipie for success!

Walrus:

While the Walrus usually cleans up in almost every other category at the National Magazine Awards, they have yet to claim Gold in the Best Cover competition.  But don’t count them out this year.  John Macfarlane, Editor and Co-Publisher, owns bragging rights for winning this covetted category.  He was either Publisher or Editor on 5 winners of the Gold in the Best Cover category.  By my count, Macfarlane holds the record for most wins in Canadian Magazine publishing history, so don’t bet against him or his team!  The Walrus has 34 nominations this year…the most of any magazine.

The nominated cover (Food) was the 4th best seller of the 10 issues published in 2011.

The cover that sold best in 2011 for the Walrus, was the Summer Reading issue, which sold 54% more copies than the nominee.  It’s excellent to see that first-rate fiction still sells magazines!  Great for Canadian writers, great for the Walrus brand, and “food for thought” for other Canadian editors and publishers.  The Jan/Feb and March 2011 covers both sold 36% better than the nominee.