Covers Sell

Covers Sell

Archive for March, 2011

Prefab Perfection

Posted by Scott On March - 31 - 2011

This amazing cover from Azure is scheduled to hit newsstands on April 4th, 2011.  Greenest Prefabs is editorial subject matter that research indicates resonates on newsstands.

This dazzling cover from art director Karen Simpson is a circulator’s dream.  We love the strong type, the clean and uncluttered feel, the brightness and vibrancy, and the fabulous use of the cover real estate. The peekaboo window is fantastic too.

Elegant, sophisticated, and completely captivating.

25 Leaders

Posted by Scott On March - 26 - 2011

The May/Jun 2011 cover from Legion magazine (first published in 1928) uses a bold type treatment and a big number to underscore their authoritative value proposition:  25 Most Renowned Military Leaders.

Rule #12:  Use Bold Type
Rule #21:  Use Numbers

This cover also features an exclusive eight page article on Romeo Dallaire, which is highlighted with great skill in the valuable upper right hand corner.
The UPC code is tucked away neatly in the least valuable real estate…lower right corner.

A powerful and compelling cover that aims to sell.  The art director is Jason Duprau.

Look for promotions at Presse Commerce and Smith/Coles locations.



Posted by Scott On March - 23 - 2011
The cover for Canadian Yachting’s April issue is the first time a Catamaran has been featured as the cover for this venerable publication. The luxurious sailing vessal just drips upscale lifestyle on the water.  In the upper right corner 50 practical tips for the pre-launch season are offered.  Plus,  four additional entry points below are handled elegantly to keep a clean and uncluttered feeling to the cover.


Orange Walrus

Posted by Scott On March - 22 - 2011

This electric cover makes a bold gambit on newsstands.  We love the risk-taking approach to go all type, on the full bleed cover treatment.  The sky bar approach  is understated, putting all the focus on this unique editorial offering.

Here’s what John Macfarlane says about the cover:

“The story was so unusual we decided on a simple, direct coverline—”This magazine contains an essay on freedom by a Canadian convicted of murder”—and an all-type treatment. Mathieu Lavoie, the artist who did the illustration for the piece itself, hand-lettered the words, which were rendered on a prison uniform orange (we paid for a special colour). The result is certainly attention-getting, but only time will tell if it makes the sale.”

Here’s hoping their gamble pays off.  It sure jumps on the cluttered racks. Pow!

Air Brushed

Posted by Scott On March - 21 - 2011

This fabulous cover by Vogue is generating buzz because, wait for it, this is shocking, the cover was airbrushed.  Really?

Here’s a post on US magazine’s site:

“Tina Fey graces the March cover of Vogue magazine minus one defining characteristic: her facial scar. In Mario Testino’s cover photograph, Fey, 39, appears without the small scar on the lower left side of her face.”

“In a 2008 Vanity Fair interview, Fey’s husband Jeff Richmond explained that a stranger slashed Fey’s face outside her home when she was five years old. The comedienne has declined to discuss the incident with press. “It’s impossible to talk about it without somehow seemingly exploiting it,” she told Vanity Fair.”


THIS ARTICLE from the Huffington Post is interesting too:


A little free PR buzz never hurts newsstand sales.  Look for this to be a big winner at the stands.

Wild Horses

Posted by Scott On March - 8 - 2011

The April/May issue of Photo Life magazine will be hitting newsstands on March 28th, 2011.  This cover went through a series of revisions to get to the final version seen below.  Changes included:

•       Chose new Image

•       Removed Sky Bar

•       Reduced size of logo

•       Created space for hook in upper right

•       Re-worked Main Cover Line

•       Bumped up type size

•       Re-worked bar at bottom

The final result is something that the Art Director, Guy Langevin is very proud of, as is the publisher, Guy Poirier. This catgory leading photography magazine, published out of a funky office in Quebec City, is a Canadian gem.

Creative Cover

Posted by Scott On March - 7 - 2011

Received the premier issue of Canadian Magazines today, and if you didn’t get a copy, I’d get busy trying to get one if I were you. The interactive die-cut window & wheel device is fabulous…and serves to demonstrate just how creative print can be. The cover stock and interior stock are first rate, the magazine is perfect bound, and the inside design is knock out stuff too. Particularly love the “torn” bind-in that talks up how “magazines work”….brilliant stuff. If this doesn’t make you proud to be in the magazine business, you must be too busy playing with your blackberry.  Congratulations to all involved.

50 Tax Tips

Posted by Scott On March - 4 - 2011

The April issue of Canadian Real Estate magazine will be hitting newsstands March 28th, giving consumers a full month to take advantage of the 50 Tax Tips before the filing deadline.  Timely.

This cover acts on 5 rules:

  • Rule #3:  Benefits, Benefits, Benefits
  • Rule #9:  Clean over Cluttered
  • Rule #12: Use bold type
  • Rule #21: Use Numbers
  • Rule #26: Hot not Cold

The starburst in the upper right corner adds a little sizzle too.  Look for promotions at Chapters/Indigo and BC Ferry.

Yearbook 2011

Posted by Scott On March - 1 - 2011

This fabulous new SIP from People magazine is now on shelves. 

The cover price: $15.99. 

Like any good SIP, the cover stock is heavy, and UV coated.  The interior stock is fantastic too. 144 pages thick. No advertising. Odd, even the inside front and inside back covers are blank white. The production values are exceptional.

 If you’ve ever considered doing an SIP, this is one to take a lesson from on how to pour quality into a high priced magazine product.  Consumers will pay a premium for a quality “book.” 


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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