Covers Sell

Covers Sell

Archive for the ‘Covers that Sell’ Category

Atlantic Books Today

Posted by Scott On September - 21 - 2018

The winter 2018 issue of Atlantic Books Today is a great example of a cover that finds a way of making a cold weather season “warm.”

Editor Chris Benjamin says this:  “In our winter issue we want to offer our readers books as an escape, a way to get away from our northeastern climate’s coldest months. Each book is its own world, its own locale and experience. Many also help make sense of our own world. They are the healthiest, least expensive, most comfortable way to stay warm.”

Taking some inspiration from Cottage Life, who has perfected making winter covers warm and cozy, we chose an illustration to get the job done, and used a warm yellow to help raise the temperature too.  The cover exudes seasonal charm.



Posted by Scott On September - 14 - 2018

The Oct/Nov 2018 issue of Canadian Cycling is set to hit newsstands on September 23rd.

This compelling cover feature story is sure to strike a nerve in the cycling community.

The cover features:

  • Compelling action shot
  • Good use of upper left “real estate” for main sell line
  • Warm feel for Fall
  • Skybar
  • 7 total hooks

Canadian Cycling magazine is on a roll, with 4 straight issues posting sales gains!


O’Canada SIP…Perfect Gift for Christmas!

Posted by Scott On September - 13 - 2018

The Legion has just released a preview of their final SIP of the 2018 Season, O’Canada…The Best Of Everything.  Senior Designer, Jennifer McGill, has created a bright, energetic cover just in time for the Christmas gift-giving season.

Designer Jennifer McGill says:  “Playing off the success of our O Canada: 150th Special Edition, our second installment, O Canada: The Best of Everything features a bold and eye-catching red maple leaf on a white background, making it pop! A strong typographical heading along with a button highlighting our contributor and native comedian, Ron James along with a clear subhead and enticing skybar provide numerous benefits. This cover says CANADA, strong and proud.”

Editor, Eric Harris says: “It’s like nothing you’ve ever seen before! O Canada—The Best of Everything is packed with stories and pictures of Canadian people, places, wildlife, cities, culture, feats and innovations. With a hilarious intro by iconic Canadian comedian Ron James, this collector’s edition brings you great inventions, gorgeous landscapes, outstanding animals, cool views and amazing characters—just like Canada itself. From coast to coast to coast—and hundreds of points in between—find out what really makes our country tick.”

It goes on sale November 5th, 2018.  It’s 100 pages thick.  Perfect Bound. Over-sized Trim. And retails for $14.95

You may recall that back in November of 2016, the Legion published their first O’Canada SIP, celebrating Canada’s 150th Birthday, which sold 8,814 copies, at a 47% sell-through, with a $14.95 cover price!  Look for this one to sell well too.




50+ Holiday Cards

Posted by Scott On August - 7 - 2018

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 - 2018

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.

Big Trout

Posted by Scott On July - 26 - 2018

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 - 2018

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 - 2018

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 - 2018

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 - 2018

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.



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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