Covers Sell

Covers Sell

Trends 2019

Posted by Scott On December - 7 - 2018ADD COMMENTS

The January 2019 issue of Canadian House & Home is the 2019 Trends issue, which is typically one of the top-selling issues every year.

To launch this year’s issue, the folks at H&H moved their annual event to the King Edward Hotel, in the newly renovated 17th floor ball room, an absolutely stunning venue.  The room was packed with designers, TV personalities, advertisers, and friends of the magazine.  Lynda Reeves , Beth Hitchcock, and Kirby Miller, all appeared on stage for different segments of the fast-paced, informative event, and entertaining show.

H&H also set up an over-sized cover, and encouraged folks to get their photo snapped to share with their friends and colleagues.  (I couldn’t resist!)

This year’s cover looks to be another winner!



Forecast 2019

Posted by Scott On December - 6 - 2018ADD COMMENTS

The Jan/Feb 2019 issue of Canadian Real Estate Wealth is now on sale.

This “annual” Property Forecast issue is the top seller every year (10 years in a row).

Art Director Alicia Chin has created another strong type treatment for a hard-to-miss cover.

Packed with benefits and advice, this one is a sure winner!


Top 10

Posted by Scott On November - 22 - 2018ADD COMMENTS

The Jan/Feb 2019 issue of SkyNews is set to hit newsstands on December 3rd, 2018.

Art Director Janice McLean has created a “hard to miss” cover that is sure to sell.

This annual feature is always a huge success on newsstands, producing the best sales of the year in 4 of the past 5 years.

Look for this one to sell too.

Tis the Season

Posted by Scott On November - 22 - 2018ADD COMMENTS

The Winter 2018 issue of Prairies North has embraced the season with this fabulous cover.

Prairies North is on a roll, with 7 of their past 8 issues posting sales gains.

Interestingly, this quarterly does particularly well in the Winter season, with the top-selling issue coming from this time slot for six straight years.

The magazine goes on sale December 2nd, 2018, and retails for $7.99.

This regional magazine is a Canadian gem.


Sexiest Man Alive

Posted by Scott On November - 9 - 2018ADD COMMENTS

The 2018 People Weekly “Sexiest Man Alive” cover is getting lots of free earned media.

And why not…it’s a smoking hot cover.




Posted by Scott On November - 6 - 2018ADD COMMENTS

The Nov/Dec 2018  issue of Canadian Geographic is on newsstands now.

Art Director Javier Frutos has created a fabulous “Top Predator” cover.

I’ve looked at every cover going back to 1996, and this is the first time Canadian Geographic has featured a shark as the cover boy (or girl if you please).

Canadian Geographic is on a roll.  Three issues in a row have posted gains over prior year.

  • Mar/Apr…up 28%
  • May/Jun…up 3%
  • Jul/Aug…up 18%

Plus, the magazine has done so while raising the cover price by $1 or 12.6%, so it’s particularly noteworthy!




Like A Pro

Posted by Scott On October - 31 - 2018ADD COMMENTS

The Winter 2019 issue of Fly Fusion is scheduled to hit newsstands on November 26th, 2018.

Fly Fusion has been on a roll.  All 3 issues in 2018 are up in Canada in 2018, for a combined 9.8% lift over prior year.

And in the USA, 2 of 3 issues are up, for a combined improvement of 10.9%, with both Winter and Spring being all-time Record Breakers for their respective time slots.

Great covers like this help make that happen.

Harrowsmith Winter Yummy

Posted by Scott On October - 29 - 2018ADD COMMENTS

The Winter 2018/2019 issue of Harrowsmith magazine is set to hit newsstands on November 19th 2018.

Art Director Meredith MacKinley has created another delicious looking cover for Harrowsmith, which is sure to get mouths watering.

A year ago, Harrowsmith introduced this new Winter time slot into the mix, and sales were fantastic, with sales of 9,000 copies at a 35% sell-through.  And their Spring time slot did even better, with sales over 10,500 copies at a 35% sell-through…and up 24% from prior year!  And thanks to a price increase, revenue is up 45%!

Just to put it in context, compare and contrast Harrowsmith’s sales to some venerable USA brands’ average sales in Canada last year:

  • Arch Digest:  4,452
  • Country Living:  3,020
  • Elle Decor: 3,162
  • House Beautiful:  2,864
  • Martha Stewart:  7,466
  • Town & Country:  2,294
  • Veranda:  4,683


Canadian Woodworking: Build a Lamp

Posted by Scott On October - 24 - 2018ADD COMMENTS

The Dec/Jan 2019 issue of Canadian Woodworking is set to hit newsstands on November 18th, 2018.

Art Director Jonathan Cresswell-Jones has delivered another winning look.

  • Warm & Inviting
  • Bold Skybar treatment
  • Top 10 Button device
  • Good use of left-hand side for key sell lines
  • Benefits galore

Canadian Woodworking remains on a major roll.

  • In 2016… 5 of 6 issues posted gains…sales up 49%
  • In 2017… 5 of 6 issues posted gains…sales up 21%
  • In 2018… 5 of 5 issues have posted gains so far…Dec/Jan up 94%, Feb/Mar up 49%, Apr/May up 39%, Jun/Jul up 39%, Aug/Sep up 75%

Jen still Sells

Posted by Scott On October - 18 - 2018ADD COMMENTS

Do Covers Sell?  You know they do.  In case you needed any additional evidence, check out the September 2018 issue of In Style magazine.

This very simple cover approach, with minimal type, posted some incredibly great newsstand sales.

In Canada, sales stand at 49,803 copies sold, and at an astounding 52.1% sell-through efficiency.  The issue prior to this one sold just 26,320 copies..,a variance of 23,483 copies or 89.2% better.  If we compare it to last September’s issue, which sold 39,658 copies, it’s up 10,145 copies or 25.6%.  And if we compare it to the ill-fated July 2018 which sold only 15,955 copies, it’s up 33,848 copies or 212%.

So as you can see, Covers do Sell (or not).



About Me

Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.



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