The September 2014 issue of Canadian Real Estate is a great example of how to make an “All Type” cover treatment pop on newsstands.
Working with K9 Strategy+Design (who has been art directing the magazine for 8 years) and CoversSell.com, the 2015 Gear Guide issue has received a complete makeover.
Publisher Paul Green says, “It was time for Ski Canada magazine to refresh its image so we went to K9 Design, our long term partner in the magazine’s art direction. Assignment: capture the vitality of alpine skiing in an all new look for 2015.”
Norm Lourenco of K9 Design says, ”We’ve designed Ski Canada for over 8 years but never redesigned it. To say we are stoked is an understatement, but we realize the enormous responsibility and sensitivities that come with redesigning such a celebrated and respected Canadian publication. Our goal is to strengthen the 42 year old brand as a current, authoritative voice on all things ski. Every redesign is a balancing act between yet-to-be-realised new readers and current loyal readers – you’re constantly asking have we gone too far, or not far enough. For Ski Canada, we’ve introduced elements that will bring a bit more fun to the reading experience, while still maintaining their role as the leading publication that is synonymous with skiing.”
The cover price has been raised from $5.95 to $6.99.
The new look goes on sale September 8th, 2014.
All three feature guys in t-shirts.
Which of these covers sold the most copies in Canada?
The Boss, The Biebs, or the Bad Boy?
Think carefully before making your choice.
Answers can be found below.
The Boss: Sold 9,134
The Biebs: Sold 6,671
The Bad Boy: Sold 10,282 (sold 54% more than Biebs!)
All three are from the Winter time slot, 2011, 2012 and 2013.
All three are very blue.
Think carefully before making your choice.
All three sold well, but one did considerably better.
The answers can be found below.
#1 Winter 2011….sold 7,367
#2 Winter 2012…sold 7,380
#3 Winter 2013…sold 9,408….up by 27.5% from prior year!
Here’s what I’ve been told about the magazine from Cameron Graham, PhD:
“Abilities magazine is a lifestyle/consumer magazine for Canadians with disabilities. It was founded by the late Raymond D. Cohen over a quarter century ago. Published quarterly, it is approaching its 100th issue.”
“Our readership is about 80,000. Roughly a third of that is through individual subscriptions, the rest through bulk subscriptions distributed via disability-related organizations to their members. ”
“The magazine is prepared under the guidance of a board of directors representing the disability community, so it is very much “of” people with disabilities, not just “for” them. We publish content that is intended to inspire and inform, and to link people to opportunities. Occasionally we provoke, hence this cover.”
“Here is how the cover came about. Our editorial committee was meeting one evening earlier this year to plan themes and content for upcoming issues. One of our board members, Joel Dembe, a Canadian wheelchair tennis player and Paralympic athlete, was trying to convey to us that our ideas were a little tame. He showed us this logo and we just burst out laughing. The logo came from the website of a nonprofit organization in Spain called yeswefuck.org. They are doing some highly provocative work in changing people’s perceptions of disability.”
“At some point over the following few days, one of our graphic artists mocked up an Abilities cover with the logo on it. As soon as we saw it, we realized that it had the potential to be a really strong cover. We were obviously concerned about how our audience would react, but after talking it over, we concluded that it would work as a question about how Canadians with disabilities perceive themselves. We needed strong content to match the logo, and we succeeded in getting it. Without that content, the cover would be gratuitous.”
Kudos to the team for having the courage of their convictions to create this powerful cover.
Two of the covers sold really well, and one did not.
Also, the difference between the best and worst selling issues is 71% higher sales with
virtually identical distribution.
Think carefully before making your choice
The results are shown below.
And the rule that these results underscore is important too.
Cover #1: 20,496
Cover #2: 13,980 (worst of year)
Cover #3: 23,965 (best of year)
Interesting to note that cover #3 was the January 2013 issue, and they came back with another space themed cover for cover #1, which was the July 2013 issue.
Rule #30: If it works, keep doing it!
I love the way they have layered the cover to create a very textured effect. While the yellow frame remains an essential part of their brand equity, it shows courage and confidence by their team to play with that device.
The main selling feature cover lines are clear, concise and compelling.
The importance of “refreshing” your magazines look and feel from time to time is the subject of a seminar that I will be presenting, along with Jennifer Neal of K9 Design, at the Manitoba Magazine Conference on Friday June 27th, 2014.
This pertains to not only newsstand and paid circulation titles, but to controlled titles too.
It was recently brought to my attention that Fairmont Magazine has just undergone a makeover.
Natasha Mekhail, Editor in Chief of Fairmont Magazine provided this background:
“Fairmont Magazine is an award-winning luxury publication distributed across the hotel brand’s 70-plus properties around the world. Every issue presents a mix of engaging storytelling and striking visuals that, while focused on Fairmont destinations, services and programs, carries the same rich, narrative tone as top consumer magazines, such as Conde Nast Traveller and Travel + Leisure.
We know that our readers are often on holiday when they encounter the magazine in their room; we know we’re competing with their novels, phones, and tablets. They won’t read our magazine if it doesn’t pop for them – nor will they read if they get a whiff of hard sell. In fact, we like to describe Fairmont Magazine as a travel and lifestyle publication that just happens to appear in a hotel. Still, the one place where that may not have come across was on the cover.
Past covers involved a fashion shoot showing a model at a featured hotel styled to embody the spirit of her destination. After several of these, however, our team and our clients agreed that, while beautiful, the staged images lacked a certain spontaneity and intrigue that would make readers look at it and say, “I need to know where that is.” Around the same time, Fairmont adjusted its own branding, subtly moving away from “hotel as focal point” for travel, and towards “hotel as gateway to the destination.” This move gave us license to stage a lifestyle cover.
The first thing you’ll notice in Example B: it’s not in a hotel. Instead, we shot an emerging Baku artist in an installation he designed for Azerbaijan’s pavilion at the Venice Biennale. The oil-rich city on the Caspian Sea, which many describe as the “next Dubai,” also has an incredible wealth of modern artists, who’s work often riffs on Azeri handicrafts, such as traditional tapestries.
We also moved to a full-bleed from a framed image, giving more presence to the cover photo. With this fun, playful cover (the artist actually asked if he could make a suit out of the same fabric as his set – and of course we said yes!), we’ve given Fairmont Magazine that “wow” factor, that spurs readers to pick up the magazine and find out what this incredible shot is all about.”
The Spring 2014 issue (Volume 15 #3) of Dirt Trax features a classic “action shot”. Art Director Andrew Knor did a great job of using the most valuable cover “real estate” to full advantage.
- Strong sky bar treatment
- Starbust call out in prime location
- Vibrant colors
Other recent issues have posted strong gains:
- Volume 14 #1 up 99%
- Volume 14 #3 up 131%
- Volume 14 #4 up 5%
- Volume 15 #2 up 438%
The magazine won for Canada’s Ultimate Story: The Victoria Cross, a special interest publication telling the story of Canadians who were awarded the Commonwealth’s highest honour for daring and conspicuous acts of bravery. The 100-page magazine published last fall features more than 150 seldom seen photos and illustrations and a text by historian Hugh A. Halliday.
The CMC award recognizes “outstanding achievement in audience development based on strategy, innovation, execution and results.” It was presented June 4 during MagNet, the magazine industry’s premiere policy, professional development and networking conference.
Legion Magazine is also nominated for three National Magazine Awards.