Covers Sell

Covers Sell

Time Cover Shames Trump (But Now Fake News)

Posted by Scott On June - 22 - 2018ADD COMMENTS

The July 2nd, 2018 issue of Time magazine is a great example of the power of a great magazine cover.

The image of a two year old Honduran girl in tears (taken by Pulitizer Prize-winning photographer John Moore) has been photo-shopped into an ominous image of President Trump looming over her.  The headline, Welcome to America, sums things up in three short words, and creates a powerful and emotional reaction.  If you google the cover, Time, CNN and the Huffington Post comes up pushing the magazine.

UPDATE:  The Washington Post reports that the cover image used to vilify Trump is “Fake News.”  The Washington Post reports that, “the father of the girl confirmed to The Washington Post Thursday night that the child and mother were not separated.”

The story goes on to say that, “In Honduras, Denis Javier Varela Hernandez recognized his daughter in the photo and also feared she was separated from her mother, he told The Post.  But he learned this week that his wife and daughter were not, in fact, separated. The mother, 32-year-old Sandra Sanchez, was detained with her nearly 2-year-old daughter, Yanela, at a facility in McAllen Tex., Varela said.”

It turns out that the mother of four abandoned her other three children, left without telling her husband, and paid a human smuggler or “coyote” $6000.   The Post goes on to say that, Time magazine’s story, recounting the Pulitizer Prize-winning photographer John Moore’s experience at the border,  initially stated the girl was carried away screaming by border agents,” but have now admitted that that was incorrect.

The controversy swirling around the cover as “fake news” will only help it sell more copies.

 

 

Canada’s History magazine posted their best year ever in 2017 at the newsstand.  Editor, Mark Reid; Art Director, James Gillespie; Danielle Chartier, Circulation Director; and Publisher Melony Ward please take a bow.

The list of accomplishments is impressive:

  • Total copies sold were 31,250…up 12% from prior year
  • Revenue was up 15.7%
  • 5 of 6 issues were up compared to prior year
  • 3 of 6 issues were new all-time Record Breakers for their time slots

Some notable achievements with retailers:

  • Sales at Shoppers Drug Mart up 12%
  • Sales at Wal Mart up 24%
  • Sales at Presse Commerce up 20%
  • Sales at Hudson up 35%
  • Sales at SaveOn/Overwatie up 46%
  • Sales at London Drugs up 84%

The Record Breaking Covers are:

  • Feb/Mar 2017 (Sitting Bull) Best Ever in this time slot
  • Apr/May 2017 (Vimy/Montreal split cover) Best Ever in this time slot
  • Jun/Jul 2017 (Big Questions/Expo split cover) Best Ever in this time slot

The other 3 covers in 2017 are:

  • Aug/Sep 2017 (Dieppe) 3rd best ever in this time slot
  • Oct/Nov 2017 (Timber) 3rd best ever in this time slot
  • Dec/Jan 2018 (Trains) 2nd best ever in this time slot, and 2nd best ever of all time slots

Small Shop 2018

Posted by Scott On June - 4 - 2018ADD COMMENTS

The Jun/Jul 2018 issue of Canadian Woodworking is now on sale.

This time slot features the annual Small Shop theme, which is always a strong seller.

Rule #30:    If it works, keep doing it

Art Director Jonathan Cresswell-Jones has used a large red box to help highlight the main sell.  The sky bar includes 4 different hooks to entice the reader, and the Free Poster is an added bonus.

Canadian Woodworking is on a major roll:

13 of the past 15 issues posting substantial gains.

  • 2016 sales up 49%
  • 2017 sales up 21%
  • The Dec/Jan 2018 issue is up 94% and was a Record Breaker (best sale ever!)
  • The Feb/Mar 2018 issue is up 50%

This Canadian gem is one to watch!

 

Vanity Fair: They Do

Posted by Scott On May - 25 - 2018ADD COMMENTS

Like many U.S. magazines in Canada, sales were tougher to come by in 2017.  Vanity Fair actually did better then many of the other top brands, with sales slipping 13% overall.  Only 3 of 12 issues posted gains in their respective time slot in 2017 vs. 2016.

The second-best seller of the year was the Oct 2017 issue, featuring Meghan Markle on the cover.  It sold 30,015 copies at an impressive 40% sell-through efficiency.  The average sale on the other 11 issues was 20,974 copies, so Meghan was up 9,041 copies or 43% compared to the other issues last year…that’s noteworthy!

That success must have made the decision to feature the happy Royal Couple on the cover of their June 2018 issue quite simple.

 

 

Chasing Storms

Posted by Scott On May - 14 - 2018ADD COMMENTS

The Summer 2018 issue of Prairies North is set to hit newsstands on June 4th.

This is the second issue put out under the new owner, Rob Soulodre, at Farmhouse Communications.

Art Director Amy Price, has created a moody, and energetic cover.

Coast to Coast Sold to Comag

Posted by Scott On May - 9 - 2018ADD COMMENTS

In a Press Release this morning, it was announced that Coast to Coast is being sold to Comag, a U.S.-based national distributor, formally owned by Conde Naste & Hearst.  CoversSell.com has been advised that a Canadian office will be maintained, and some key account services professionals will be kept on board the new merged entity.

The Press Release is below:

Joint Announcement
May 9, 2018
Coast to Coast Newsstand Services Partnership (CTC) and Comag Marketing Group Canada Inc. (CMGC), today announced an agreement whereby CMGC would purchase the assets of CTC effective January 1, 2019.

Jay Felts, President of CMGC, stated “the CMG team is excited and looking forward to enhancing and growing its services and offerings across Canadian Publishers and Retailers. The consolidation of these two companies will help offset the effect of declining sales and will ensure that Canadian publishers continue to be well represented on the newsstands”.

Dan Shapiro, Managing Director of CTC, expressed his sincere thanks to all the great CTC associates that have worked so diligently over the years to make CTC the leading National Distributor for Canadian publications. “I’m disappointed that CTC will not be carrying on after January 1, 2019, but am gratified that our clients will continue to receive expert quality service through CMGC. Continuous sales declines throughout our entire eco system put the sustainability of CTC in jeopardy.”

Glenn Morgan, President of CTC, will continue in his current role after the acquisition, which will help to ensure a smooth transition for CTC clients. Glenn is looking forward to working with CMGC and making this change successful.
Coast to Coast is a partnership owned by Rogers Communications and the major Canadian Magazine wholesalers.
Comag Marketing Group Canada Inc. is a major National Distributor representing approximately 50% of US publishing volume in Canada. CMGC Inc is owned by The Jim Pattison Group.

For more information contact Dan Shapiro: danny@metro360.ca or Jay Felts: jfelts@i-cmg.com

Monster Rainbows

Posted by Scott On May - 4 - 2018ADD COMMENTS

The Summer 2018 issue of Fly Fusion is set to hit newsstands May 28th, 2018.

This issue is another classic, in our series of “Ultimate Predator” covers.

Our most recent example set a new all-time sales record in the USA, and is one of our Top 4 ever in Canada.

First Flight

Posted by Scott On April - 30 - 2018ADD COMMENTS

The Jun/Jul 2018 issue of Canada’s History features Canada’s first female aviator.  Art Director James Gillespie commissioned this fabulous illustration to grace the cover.  The issue goes on sale May 28th.

Canada’s History does well with illustrated covers.  After all, often photographs just don’t exist.  So we improvise.

In 2017 we had two covers with illustrations, both posted sales gains of 12%.

Canada’s History is on a roll, with 3 of 6 issue in 2017 setting all-time new sales records for their time slot.  Plus, 5 of 6 issues were up from prior year, and overall sales were up 12%.

 

Heartland

Posted by Scott On April - 27 - 2018ADD COMMENTS

The May/Jun 2018 issue of Horse Canada features a “celebrity cover” with Amber Marshall of TV Show Heartland fame.

Art Director Sieu Truong has created a compelling and energetic cover, with a straight-ahead approach.  Good use of the important cover real estate and color to direct the reader’s eyes down the page.  Including the skybar, this cover packs in 9 different hooks to lure a newsstand sale and communicate value for money.

This issue goes on sale April 30th.  Based on past experience with Amber as a cover girl (Horse Canada has featured her on two previous covers) this one will be a winner too!

 

 

Summer is Coming…Really it is!

Posted by Scott On April - 19 - 2018ADD COMMENTS

The Summer 2018 issue of Creative Scrapbooker is scheduled to hit newsstands on May 28th, 2018.

This gorgeous magazine is over-sized, perfect bound, always 150 pages thick, and retails for $12.95.

The Canadian gem, is now selling briskly in the USA too.  Sales in the USA in 2017 were up 84%!  Plus, the magazine’s sell-thru was a stellar 46%.

 

Sponsors

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

Twitter

    Photos

    Activate the Flickrss plugin to see the image thumbnails!