Covers Sell

Covers Sell

In Style Cover Quiz

Posted by Scott On August - 10 - 2018ADD COMMENTS

To illustrate just how tough it is on Canada’s newsstands these days, even for a top brand name American magazines like In Style, take a guess how many of their 12 issues in 2017 sold more than the prior year in the same time slot?

Question #1  Is it:

A.  6 of 12

B.  4 of 12

C.  2 of 12

D. 1 of 12

 

Now, by what percentage did In Style’s sales in Canada contract in 2017?

Question #2 Is it:

A.  12%

B.  18%

C:  22%

D:  24%

 

Now, of the first 6 issues of 2018 are concerned, only 1 has sold more copies than the prior year.

Question #3  See if you can guess which one.  Is it:

 

Jan 2018                                      Feb 2018                                   Mar 2018

Apr 2018                                    May 2018                                   Jun 2018

 

Answers Below.  No cheating.  No peaking.

 

 

 

 

Answers:

Question #1:  If you guessed D, you got it right.

Question #2:  If you guessed C, you got it right

Question #3:  If you guessed Jun 2018, you got it right…it’s up 5,203 copies, selling 25,768 in Canada

  • The Jan issue is down 33%
  • The Feb issue is down 29%
  • The Mar issue is down 18%
  • The Apr issue is down 21%
  • The May issue is down 12%
  • The Jun issue is up 25%

 

50+ Holiday Cards

Posted by Scott On August - 7 - 2018ADD COMMENTS

In 2015, this Canadian gem was not available in the USA.  But with the help of our distributor, Disticor, we began the process of testing the market.

In 2016 we sold 4,016 copies at a 52% sell-thru.  In 2017 we sold 6,586 copies at a 42% sell-thru.  And the first issue of 2018 is up another 20% on top of that.

The Fall 2018 issue of Creative Scrapbooker goes on sale August 27th, and retails for $12.95.

 

Emily is Back

Posted by Scott On July - 31 - 2018ADD COMMENTS

The Aug/Sep 2018 issue of Canadian Cycling went on sale July 23rd, 2018.

This cover has a “poster-like” quality about it.

  • Rule #11 says:  White backgrounds work better than black
  • Rule #30 says:  If it works, keep doing it
  • Rule #34 says:  Know when to break the rules

This is one of those times when breaking Rule #11 makes sense.

Way back in 2010, Canadian Cycling featured Emily on the cover (see below), and it was the best-selling issue that year.  So why not try it again!

Canadian Cycling is on a roll.  Their last 3 issues have posted gains from prior year.

Canadian Cycling is a classic Canadian success story.  The magazine debuted on newsstands in 2010.  Today, it outsells its well-healed American competitor by 247%, based on the average sale in 2017; plus in 2018 Canadian Cycling is widening that margin.

Perfect Dock

Posted by Scott On July - 30 - 2018ADD COMMENTS

The Aug/Sep 2018 issue of Canadian Woodworking is on newsstands now.

Art Director Jonathan Cresswell-Jones has created an evocative cover that will pull at the souls of Canadians, both those who have a cottage or cabin, and those that aspire to do so.  And woodworkers and home improvement folks will be itching to get started on this exciting project.

The skybar works hard with call outs, color, and a Free Poster premium.  The sell lines all take full advantage of the left hand real estate.  The button adds some zip.  And the number 23 helps quantify the value proposition.

 

Big Trout

Posted by Scott On July - 26 - 2018ADD COMMENTS

The Fall 2018 issue of Fly Fusion is on press and scheduled for an August 27th on sale date.

This amazing cover is another in our series of Top Predator covers, and is our second cover featuring a female angler.  Our Fall 2016 cover, which featured our first female angler, was a record breaker in both the USA and Canada for that time slot!

Fly Fusion is on a roll.

The first issue of 2018 (Fly Fish Like A Pro) was up 18% in Canada, and up 18% in the USA, establishing a new all time high for sales in the USA market, and is our 2nd best-selling issue ever in North America in 13 years of publishing!

Our second issue of 2018 (Nymphing Handbook) is up 6% in Canada, and up 22% in the USA, establishing a new record sale for that time slot in the USA too.

 

 

Horse Camping

Posted by Scott On July - 23 - 2018ADD COMMENTS

The Jul/Aug 2018 issue of Horse Canada is now on newsstands.

Art Director Sieu Truong has delivered another “poster quality” cover.

Clean and uncluttered.  Alternating colors in sky bar area.  Bold main sell line, with supporting hooks.

Benefit-oriented sell lines.  Good use of color combos to help guide the eye down the page.

 

Make a Million

Posted by Scott On July - 19 - 2018ADD COMMENTS

The Aug/Sep 2018 issue of Canadian Real Estate Wealth features their annual Make a Million theme.

This vibrant cover features an aggressive type treatment, good use of the key selling positions, a strong skybar treatment with alternating colors, and lots of benefit-oriented supporting hooks.

The creative team of Alicia Chin and Marla Morelos have created a hard-to-miss and energetic cover.

 

Dressage Issue

Posted by Scott On June - 29 - 2018ADD COMMENTS

The August 2018 issue of Horse Sport is set to hit newsstands on Jul 23rd, 2018.

Art Director Sieu Truong has created a high-impact yet elegant cover. The cover makes great use of the skybar area to flash focus on dressage, while still packing in seven additional hooks to draw in readers.  The alternating use of red and black keeps the color pallet simple and sophisticated, and helps the eye navigate the cover effortlessly. Strong, simple, benefit-oriented sell lines work hard.  The cover retains an uncluttered and upscale feeling, with the horse and happy rider remaining the central focus.

 

Dust Bowl

Posted by Scott On June - 28 - 2018ADD COMMENTS

The Aug/Sep 2018 issue of Canada’s History features a cover story on the famous Dust Bowl from the Great Depression era.

Art Director James Gillespie has created another high-impact cover that’s going to be hard to miss.  The cover features an iconic image of a desperate farmer, as he watches his top soil blow away in the wind.  The bold and aggressive graphic treatment works hard to make it clear what we are selling.  The clean and uncluttered look creates a “poster like” quality. This allows the other 4 teaser hooks to be easily seen and navigated by the newsstand browser.

 

Say Yes to That Dress…Weddingbells Reveal

Posted by Scott On June - 26 - 2018ADD COMMENTS

The Fall/Winter 2018 issue of Weddingbells is now ready for its big reveal…and it looks glorious.

“Stories to watch for include “Viva Las Vegas,” a colourful fashion editorial that redefines the idea of a glittery and glam Vegas wedding; chic hair inspo taken straight from the fashion runways for creating the coolest updos; décor ideas to suit every celebration from traditional to modern; an eight-page photo feature showcasing gowns with unique texture, silhouettes and design details; and our ever-popular and always-anticipated real wedding coverage highlighting the most beautiful Canadian weddings and destination weddings submitted by Canadian readers,” says Alison McGill, Editor-in-Chief.

Pushing the Royal Wedding trends is a smart move.

The issue goes on sale June 28th.  It sells for $8.95.

Look for this one to sell.

 

 

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About Me

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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