Covers Sell

Covers Sell

Nice Ice

Posted by Scott On March - 23 - 2017ADD COMMENTS

The Mar/Apr 2017 issue of Canadian Geographic is one cool customer.

This classic “Poster Cover” will look good 10 years from now.

Art Director Javier Frutos nailed it.

  • Cover Slash pushes editorial premium
  • Strong Type Treatment on main sell
  • Positioned up high and centered
  • Additional hooks use left hand space effectively
  • Good use of yellow to draw the eye down the page

 

2017 MarApr (Small)

ROYALS…a new SIP from Legion

Posted by Scott On March - 15 - 2017ADD COMMENTS

The Legion will be publishing a SIP on the Royals, which goes on sale May 8th, 2017.  This is the second SIP that they have done that broadens their editorial mandate from beyond military history.

This SIP will be their first at the $16.95 price point, up from $14.95.

The cover features a silver foil logo treatment, embossing of the crown, and spot varnish highlights.

Art Directors Jason Duprau  and Jennifer McGill  have created what I call “the perfect cover”, something I will be talking about at the MagNet conference seminar in April.  Jason will be presenting some of his favorite covers and talking about the creative process too!

ROYALS-SIP Final (Small)

 

 

Trump as Cover Boy in Germany

Posted by Scott On March - 10 - 2017ADD COMMENTS

cover_of_the_week-125x125It seems that the German magazine Der Spiegel has a bit of a Nazi guilt complex that they are trying to assuage/and are a bit obsessed with Donald Trump.    Check out these covers…what fun.  It sure makes Time Magazine’s covers look, well, rather timid in comparison.

According to Wikipedia:  Der Spiegel is a German weekly news magazine published in Hamburg. It is one of Europe’s largest publications of its kind, with a weekly circulation of 840,000.

It was founded in 1947 by John Seymour Chaloner (de), a British army officer, and Rudolf Augstein, a former Wehrmacht radio operator who was recognized in 2000 by the International Press Institute as one of the fifty World Press Freedom Heroes.

Der Spiegel is known in German-speaking countries mostly for its investigative journalism. It has played a key role in uncovering many political scandals such as the Spiegel scandal in 1962 and the Flick affair in the 1980s. According to The Economist, Der Spiegel is one of continental Europe’s most influential magazines.

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Ende der WeltDoppelRegent

2017 Mar 20th2017 Feb 27th

2017 Jan 30th2016 Dec 19th

Big Growth for Canadian Woodworking

Posted by Scott On March - 8 - 2017ADD COMMENTS

check_mark_125x125Canadian Woodworking has just posted fabulous newsstand sales growth for 2016.  While industry averages show newsstand sales in Canada were down 11.8% last year, Canadian Woodworking posted a 49% increase in sales!

Five of their six bi-monthly issues posted gains in 2016.

The distributor is Coast to Coast, with Ron Sellwood acting as the account executive.  Working with consultant Colleen Moloney, the magazine gained dealer coverage which helped give the magazine needed exposure.

  • The Dec/Jan 2016 issue (Tablet Stand) was up 62%
  • The Jun/Jul 2016 issue (Small Shop) was up 79%
  • The Oct/Nov 2016 issue (Patio Chair) was up 125%

And the first issue of 2017, Dec/Jan 2017 (Smartphone Holder)  is on track for a 20% gain, on top of last year’s huge improvement!

Congratulations to the team at Canadian Woodworking.

DecJan 2016JunJul 2016

OctNov 2016DecJan 2017

 

Silver & Gold

Posted by Scott On March - 1 - 2017ADD COMMENTS

Canadian Geographic‘s Jan/Feb 2017 cover is a tribute to Rule #30.  If it works, keep doing it (or do it again).

This cover pays tribute to the best-selling issue of all-time for Canadian Geographic, and one I am proud to have worked on.  The December 2009 cover smashed all sales records.

Every magazine has what I call “the perfect cover”. The Dec 2009 cover is just that!   It’s something I will be talking about at my seminar at this years’ MagNet 2017 conference.

Jan 2017

 

Dec 2009

2 Covers for Canada’s History

Posted by Scott On February - 24 - 2017ADD COMMENTS

The Apr/May 2017 time slot has two important milestones to celebrate.  So Canada’s History’s Art Director James Gillespie has created two covers to get the job done.

The first cover will be distributed just in Quebec to honour the 375th Anniversary of Montreal.

The second cover will be distributed to all other Provinces to honour the 100th Anniversary of Vimy.

 

Apr2017Montreal (Small)

 

Apr 2017 Vimy (Small)

 

Swimsuit Issue 2017 has 3 Covers

Posted by Scott On February - 22 - 2017ADD COMMENTS

cover_of_the_week-125x125The 2017 Sports Illustrated Swimsuit issue features Kate Upton as the cover girl.  (She was also the cover girl in 2012 and 2013).  This year SI is putting out 3 different covers, all featuring Kate.

“We didn’t start off with the idea of three covers, regardless of who was on the cover,” explained SI Swimsuit editor MJ Day. “But when Kate was actually shooting, we were trying so many different looks on her and each photo was coming back just as great as the next,” said Editor MJ Day.

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Trout Guide

Posted by Scott On February - 16 - 2017ADD COMMENTS

The Spring 2017 issue of Fly Fusion is set to hit newsstands on Feb 21st, 2017.

Fly Fusion is one of the few niche magazines in Canada that has managed to become a top contender in its category in the USA.

For the 10th year in a row, Fly Fusion’s sales in the USA have increased.  In 2016, sales were up 6%.

Graph Blog1

Spring 2017 (Small)

 

 

Grain Elevator

Posted by Scott On February - 15 - 2017ADD COMMENTS

The Spring 2017 issue of Prairies North features an iconic image from Saskatchewan’s rural landscape.

Art Director Lionel Hughes chose this cover image from a short list of winners of a photo contest the magazine sponsored.

Like many regional magazines, images that celebrate the “home land” are often winners.

The cover price has been raised from $6.95 to $7.99.  The last time the cover price increased was in 2005, from $5.95 to $6.95.

The issue goes on sale March 13th, 2017.

2017 Spring (Small)

 

New Yorker’s 92nd Anniversary Issue

Posted by Scott On February - 13 - 2017ADD COMMENTS

cover_of_the_week-125x125The Feb 13th, 2017 issue of the New Yorker is the 92nd  Anniversary issue.

According to their website, the annual anniversary issue “would feature some version of Rea Irvin’s classic image of the monocled dandy Eustace Tilley.”

However, the site goes on to say, “This year, as a response to the opening weeks of the Trump Administration, particularly the executive order on immigration, we feature John W. Tomac’s dark, unwelcoming image, “Liberty’s Flameout.” “It used to be that the Statue of Liberty, and her shining torch, was the vision that welcomed new immigrants. And, at the same time, it was the symbol of American values,” Tomac says. “Now it seems that we are turning off the light.”

It will be interesting to see how this dark, depressing cover sells.  I’m sure it has a good chance of success in New York, New York, and in Hollywood, California, but doubt it will work in the so-called “fly over states” in between.  It will be interesting to see how it sells in Canada.

I’ll Check Up on it later in the year.

 

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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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