Covers Sell

Covers Sell

Canadian Cycling Fit & Hip

Posted by Scott On September - 26 - 2016ADD COMMENTS

The Oct/Nov 2016 issue of Canadian Cycling is a classic “poster style” cover.

The white background gives the image a high-contrast platform to work from.

The use of red gives it a high-octane zing.

The theme of fitness is a strong subject matter for us.  Look for this one to sell.

Plus: 7 of the past 9 issues have posted sales gains!

 

octnov-2016

Record Breaker for Horse Canada Annual

Posted by Scott On September - 21 - 2016ADD COMMENTS

check_mark_125x125Horse Canada’s 2016 Annual is a Record Breaker!  It is now the all-time best selling issue in the magazine’s illustrious history.

Sales are up 15% from last year.  Plus, we raised the cover price by 13% to $8.99.  This resulted in an overall revenue improvement of 31%.

Horse Canada has posted sales improvements on 10 of their last 14 issues, which is a remarkable achievement in today’s market.  And they have done so while raising the cover price to reflect it’s market-leading stature in the horse industry.

 

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Battle of the Pacific

Posted by Scott On September - 16 - 2016ADD COMMENTS

The Winter 2016 SIP from the Legion Magazine is scheduled to hit newsstands on November 7th, 2016.

The Battle of the Pacific SIP retails for $14.95.

Look for promotions at Chapters/Indigo, Loblaws, Shoppers Drug Mart, and Wal Mart.

Art Director Jason Duprau chose an iconic image of the USS Arizona, and says:

“We decided to use this image, because this was part of the event (the attack on Pearl Harbour) which drew Canada into the Pacific War.”

A clip from the magazine caption reads:  The USS Arizona minutes after it was hit by Japanese bombs at Pearl Harbor. The Arizona’s fuel tanks and powder magazine were full, resulting in a spectacular explosion. It sank in nine minutes.

The cover is full of drama, energy and feeling.  Bold Header and use of red pops on the white background. Good use of the left hand real estate  for supporting hooks.  Strong starburst with premium maps.

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The Atlantic Gives a Preview

Posted by Scott On September - 14 - 2016ADD COMMENTS

cover_of_the_week-125x125The October 2016 of The Atlantic is a cover that will sell.

This cover is a great example of executing on Rule #32:  Timing Matters

With the first of 3 debates scheduled for the USA Presidential election, just weeks away, this first tilt between Trump & Clinton is sure to be a ratings bonanza.

It’s like a heavyweight boxing extravaganza. And the cover might as well be a poster for Ali vs. Foreman in the Rumble in the Jungle.

Smart of The Atlantic to get out in front on this opportunity.

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The Rumble in the Jungle poster.jpg

 

For Your Listening Pleasure:

 

Northwest Fly Fishing Trending Up

Posted by Scott On September - 14 - 2016ADD COMMENTS

check_mark_125x125Northwest Fly Fishing magazine is trending up, like its sister publications.

In 2015, 4 of 6 issues posted gains in the USA.

And in 2016, the good news continues to roll in, with the first 3 issues posting impressive gains too.

That makes 7 out of 9 issues in a row that have posted gains!

Plus, forecasts remain bullish that the sales growth will continue into the second half of 2016 as well.

The 2015 issues that posted gains were:

  • The Jan/Feb 2015 issue was up 11%
  • The May/Jun 2015 issue was up 8%
  • The Sep/Oct 2015 issues was up 24%
  • The Nov/Dec 2015 issue was up 7%

The 2016 issues are shaping up like this:

  • The Jan/Feb 2016 issue up 5%
  • The Mar/Apr issue up 40%
  • The May/Jun issue up 32%

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2015-sepoct2015-novdec

 

2016-janfeb-small2016-marapr-small

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Eastern Fly Fishing Sales Up Big

Posted by Scott On September - 8 - 2016ADD COMMENTS

check_mark_125x125Eastern Fly Fishing magazine is on a roll.

The magazine is sold in both Canada and the USA.

In 2015 CoversSell.Com  took on the title and moved  it to Coast to Coast (from Kable).

Five of six issues in 2015  in the USA posted sales gains:

 

  • Mar/Apr 2015 up 7%
  • May/Jun 2015 up 56%
  • Jul/Aug 2015 up 37%
  • Sep/Oct 2015 up 64%
  • Nov/Dec 2015 up 25%

Sales in Canada were up 55% overall in 2015!

 And the good news continues in 2016, with sales gains in the USA: 

  • Jan/Feb 2016 up 1,204 copies or 113%
  • Mar/Apr 2016 up 1,307 copies or 82%

 Sales in Canada are up too:

  • Jan/Feb 2016 up 317%
  • Mar/Apr 2016 up 93%.

A tip of the cap to Art Director Jon Luke.  Also to the CTC Team.

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SouthWest Fly Fishing on a Roll

Posted by Scott On September - 7 - 2016ADD COMMENTS

check_mark_125x125Southwest Fly Fishing magazine is on a roll.

The magazine is for sale only in the USA, not Canada.

 

In 2015 CoversSell.Com  took on the title and moved  it to Coast to Coast (from Kable).

Four of six issues in 2015 posted impressive sales gains:

  1. May/Jun 2015 up 315 copies or 34%  (A Record Breaker for this time slot!)
  2. Jul/Aug 2015 up 559 copies or 53%  (A Record Breaker for this time slot!)
  3. Sep/Oct 2015 up 555 copies or 56%  (A Record Breaker for this time slot!)
  4. Nov/Dec 2015 up 606 copies or 70%.  (A Record Breaker for this time slot!)

And the good news continues into 2016:

  1. Jan/Feb 2016 up 1,097 copies sold or 103%  (A Record Breaker for this time slot .  Plus new All-Time Best Seller!)
  2. Mar/Apr 2016 up 1,154 copies sold or 108%.  (A Record Breaker for this time slot.  Plus new All-Time Best Seller!)

A tip of the cap to Art Director Jon Luke for amping up the covers!

 

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Adbusters Greatest Hits

Posted by Scott On September - 2 - 2016ADD COMMENTS

check_mark_125x125Adbusters magazine produces lots of fun, edgy, covers, that are designed to be eye-catching.  Their editorial mandate affords them the liberty of pushing things, which makes for great covers.

I love the way they play with their logo.

And they are not afraid to re-do a theme if it is working.

Here are some of their best-selling covers over the past few years.

Best Sellers from 2011

2011Jan201105

 

Best Sellers from 2012:

201201 201202

 

Best Sellers from 2013:

201301201311

 

Best Sellers from 2014:

201411201401

Best Sellers from 2015:

201501201503

 

 

 

 

Swimsuit Issue 2016

Posted by Scott On September - 1 - 2016ADD COMMENTS

check_mark_125x125The 2016 Swimsuit Issue from Sports Illustrated went on sale February 22nd, 2016. It seems that every year the bikinis get smaller and smaller, and yet so do the sales, at least in Canada.

The 2016 issue sold 29,699 copies at a 29.2% sell-thru, compared to 33,059 copies at a 28.7% sell-thru in 2015.  That’s a drop of 3,360 copies or 10% less.  The draw was cut by 13,720 copies or 12%.  Looks like cutting the draw resulted in cutting the sale.

The cover price is $8.99 in Canada. It was $7.99 back in 2013.

  • The 2014 issue sold 50,800 copies, on a draw of 132,861, for a 38.3% sell-thru.
  • The 2013 issue sold 48,012 copies, on a draw of 147,173 copies, for a 32.6% sell-thru.
  • The 2012 issue sold 57,734 copies, on a draw of 156,543 copies, for a 36.9% sell-thru.

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For Your Listening Pleasure:

 

2016 First Half Newsstand Results

Posted by Scott On August - 31 - 2016ADD COMMENTS

news_green-125x125MagNet, the U.S.-based data clearing house, has just released it’s 2016 First Half Newsstand Sales Overview.

Sales in Canada are reported to be down by 9.8%, with dollar volume down 4.7%.

Sales in the USA are reported to be down 10.9%, with dollar volume down 6.5%.

The overall average cover price is now $5.55, up from $5.28 last year,  which is according to MagNet  “due to a change in the mix of titles that consumers are purchasing…fewer lower cover priced celebrity and tabloid titles and more higher priced specials.”

The MagNet report also offered some positive news:  “Many titles are doing quite well on the newsstand. In fact, in the first ½ of 2016, there were 136 titles that released at least four issues this year, and the same number of releases last year, that grew both their unit and dollar sales. Collectively, their sales were up 8.7% in units and 11.5% in dollars.

Magnet reports that “Titles in the Food/Wine, General Interest, Game/Puzzle/Crossword, Entertainment, Recreation, Lifestyle and Science categories, collectively had an increase in unit sales of 3% and an increase in dollar sales of 10%. Titles in the Celebrity and Women’s categories generated 36.4% of newsstand sales in the first half, but dropped 14.3% in units and nearly 12% in dollars compared to same period in 2015.”

An interesting side note is contained in the chart that shows how each of the National Distributors are doing so far in the First Half of 2016.  Our Canadian distributors are doing quite well.  Disticor’s sales are reported to be up 5.4% in units and 6.6% in dollars.  And Coast to Coast is reported to be up 16.2% in units and 25.1% in dollars.  That’s impressive when compared to all the U.S. distributors.

Coast to Coast CEO Glenn Morgan had this to say when asked to comment:  “CTC is very pleased to be experiencing continued growth as a National Distributor in today’s challenging newsstand marketplace.  We are very fortunate to be regularly launching new product from both existing CTC publisher clients, as well as some exciting recent client additions to our roster. Both CTC and its client publishers greatly appreciate the support received from both the wholesalers and retailers in Canada and the USA”.

 

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Magnet

 

Magnet also shared a list of just some of the 136 titles that posted gains.  It is interesting to see that Playboy (now with no nudes) posted an increase of 17.8% in units, and 30.8% in dollars.

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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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