Covers Sell

Covers Sell

Archive for the ‘Covers that Sell’ Category


Posted by Scott On November - 6 - 2018

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 - 2018

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 - 2018

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 - 2018

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%

Day 1: Cannabis Legal in Canada

Posted by Scott On October - 17 - 2018

The day has finally dawned.  Canada now joins Uruguay as the only two countries on earth where Cannabis is legal at a federal level.

Launching on newsstands this week is:  Maximum Yield Cannabis.

Maximum Yield Cannabis is an educational resource for the cannabis grower, with how-to advice on topics from seed to harvest and extraction, including information on different strains and ways to medicate or recreate.  Maximum Yield Cannabis connects the varied interests and passions of the industry with cutting-edge information while helping consumers cultivate a healthy life for themselves and their plants.

The mission of Maximum Yield magazine is to provide the best and most current information on hydroponic, greenhouse, controlled environment, and modern growing through how-to and journalistic features. Our articles are written by industry experts and professional writers and feature important subjects such as lighting technology and techniques, nutrients, pest control, grow media, tips and tricks, plant biology, and many others. The magazine also features the latest products, our Ask a Grower segment, and grower-based facts and trivia. Maximum Yield appeals to beginner and advanced home growers, industry experts, and commercial growers.

Art Director Dionne Hurd has done a complete re-design of the cover template, working with

Look for special promotional displays at Chapters/Indigo and Loblaws locations.



Winter Horse Care

Posted by Scott On October - 10 - 2018

The Nov/Dec 2018 issue of Horse Canada is set to hit newsstands on October 29th, 2018.

Art Director Sieu Truong has created a classic “poster quality” cover.

The cover features a crisp white background, which gives the gorgeous horse lots of pop.  The choice of a warm gold adds warmth.  The gold snow flakes is a nice touch, drawing attention to the other sell lines.  Great benefit/service features.  Good use of color in the skybar area to help direct the eye.

This time slot is always outstanding for Horse Canada, so look for this one to sell!

Prairies North Fall

Posted by Scott On October - 1 - 2018

This hard-to-miss cover, The Fall 2018 issue of Prairies North, is on newsstands now.

This high-quality regional was acquired by Farmhouse Communications last year.  Rob and Amanda Soulodre have made strategic investments in the editorial product, which have strengthened an already great magazine.

This glossy quarterly title, which retails for $7.99, has seen sales growth on 8 of their past 9 issues!

  • The Spring 2018 issue us up 21%.
  • The Summer 2018 issue is up 10%.

Look for this one to sell too!



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.





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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