Covers Sell

Covers Sell

Archive for November, 2011

Better than Time?

Posted by Scott On November - 29 - 2011

In our last Hall of Fame nomination, we highlighted the classic Time Magazine Cover.

Here is a twist on that cover.   While it may not have sold millions of copies, the creativity of this cover treatment is quite special.

Do you agree or disagree?

Compare and contrast to the Time Magazine treatment by clicking here:

Please cast your vote below…

Hall of Fame Worthy

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Women of Influence Inc. has selected finalists for the 2011 RBC Canadian Women Entrepreneur Awards (CWEA). All finalists will be honoured at the 19th Annual Awards Gala – hosted by Diane Francis, editor-at-large for the National Post – on November 28, 2011 at the Fairmont Royal York in Toronto.

Ellen Kral, Group Publisher and CEO of Kenilworth Publishing Inc. & Kenilworth Media Inc., is one of three finalists for the PROFIT Award for Excellence in Entrepreneurship

The RBC CWEA recognizes women entrepreneurs from across Canada who make impressive contributions to the local, Canadian or global economy. Nominees share a strong entrepreneurial vision and a relentless passion in pursing their dreams. The award series will recognize business women from three major regions across Canada; east, central and west.

Over 3,000 women entrepreneurs were nominated for the awards, the highest number of nominations since the creation of the program.  Candidates were required to complete a thorough application; a prominent Canadian judging panel of business leaders reviewed all qualifying applications. Following the due diligence process completed by Deloitte’s Private Client Services, the winners will be selected by the judges.

See an interview she gave on Professionally Speaking TV at this link:

Conde Nast Claims Big Sales with Apple

Posted by Scott On November - 16 - 2011

According to an article published by Folio:  (see link below)

Conde Nast has aggressively pushed into a variety of digital publishing platforms and claims more than 242,000 digital downloads of its tablet editions since signing on with Apple in May; but as WWD cites, production of a digital edition can cost $20,000 to $40,000 per issue.

According to a news release The New Yorker’s weekly iPad editions are available through in-app purchase at the App Store, on iTunes and include password access to the Web-based edition for $5.99 per month for four issues or $59.99 per year. The Print and digital bundled subscriptions available at are $6.99 per month for four issues and $69.99 ayear.

The other seven titles will be $1.99 per month or $19.99 per year through in-app purchase at the App Store.

Titles particpating include:  Vanity Fair, Glamour, Golf Digest, Allure, Wired, Self, GQ , and New Yorker.

A Christmas Delight

Posted by Scott On November - 16 - 2011

The December 2011 issue of Canadian Living is one to watch.  This seasonally cheerful cover offers a plateful of benefits.  From the Bonus Holiday Crafts Pullout, that is cleverly handled as a christmas ornament/starburst in the upper right corner, to 100 Gift Ideas under $100, to 70+ Festive Recipes, to the Free Gift of a Michael Buble christmas download, this issue promises and delivers on the old adage of “Benefits, Benefits, Benefits”.

It also manages to pack all this in using the left hand margin real estate very effectively, and doing it elegantly and beautifully at the same time.

I also love it that the folks at Canadian Living eschewed a hard sell in the sky bar area, opting instead to spread a message of peace in these troubled times.  That is indeed praisworthy!

A quote from the editors:

“At this time of year it is very important our cover have a festive feel, which we believe we have definately achieved. From the snowflake cookies covered in “snow” (cookies are one of the top baking items at this time) to the value added special holiday craft pullout section (crafts is our 2nd largest web search channel) to the bright colours which make it stand out including our logo in metallic silver.  This cover was the #1 pick as chosen by the Canadian Living Advisory Panel.  And finally the free download, Jingle Bells sung by Michael Buble, perfectly completes the festive feeling we are trying to convey, as well as having added value for our newsstand readers.”

Walrus Cover Wins Gold

Posted by Scott On November - 9 - 2011

Congratulations to the Walrus for taking the Gold at the 2011 Advertising and Design Club of Canada (ADCC) awards.

See link here:

We blogged about this cover back in March:

In terms of sales, the April 2011 issue outsold the April 2010 issue by 14%


Posted by Scott On November - 8 - 2011

This cover, from TIME magazine on September 14th, 2001 is both horrific and specatcular.  It captures the moment the world changed irrevocably.  Most everyone can remember precisely where they were and what they were doing as this picture was being snapped.

According to ABC statements, this issue sold 3,430,565 (three million, four hundred and thirty thousand, five hundred and sixty five copies).

The issue prior on September 4th, 2001, sold 154,820.   The issue from the prior year in the same time slot sold 128,455 copies.

The American Society of Magazine Editors ranked it #25 of the top 40 Covers of the last 40 years.

Is this cover Hall of Fame Worthy?  Please Cast your Vote below.  

Also, vote on other Hall of Fame covers by clicking on Hall of Fame Icon on the Home Page.

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Style…Bigger and Better

Posted by Scott On November - 7 - 2011

The December 2011 issue of Style at Home features a new, bigger trim size.  The magazine has upgraded from a standard “b size” to the new 9 x 10.85 format.

Editor Erin McLaughlin says:

The December 2011 issue marks the magazine’s new updated format (9 by 10.85) with a spectacular holiday issue. The decision to start with our December cover is perfectly appropriate for celebrating the holiday season. A towering traditionally decorated Christmas tree and comfortable cranberry-coloured plush chairs grace the cover. The message “Home for the Holidays” is appealing and demarcates the relaxed messaging of family time during the holidays. We emphasized the word HOME to reflect the importance of holiday time at home. The colour combination of gold, red and green is a happy respite from many of the new colour trends announced each holiday season. But make no mistake, this issue is filled with pages and pages of glossy style. The bigger and better format is the perfect environment to feature everything you need to celebrate the holidays at home.

Feel the Fever

Posted by Scott On November - 6 - 2011

The December 2011 issue of Vanity Fair is red hot.  Scarlett Johansson lights up the cover, which is sure to spark some sizzling sales.

We often talk about eye contact, which is undeniably great, but what about the lip contact.  I don’t know if those lips are real, have been digitally enhanced, have had a little botox added, or what.   But I think plenty of newsstand buyers are going to want to learn more about the “funniest, frankest sexpot since Marilyn Monroe.”

Wired unplugging but Popular Photography popular

Posted by Scott On November - 4 - 2011

It seems a bit counter-intuitive, but according to ABC statements, Wired magazine reported that their digital single copy sales decreased in the June 2011 period.

On the June 2010 statement Wired reported an average of 17,167 digital replica single copies had been sold.  On the December 2010 statement Wired reported an average sale of 27,369 digital replica singe copies had been sold…an increase of 58.4%.  However, on the June 2011 statement, Wired reported sales of digital single copies of just 13,147 on average, for a 52% decrease.  Wired did report, for the first time, an average sale of 2,020 digital replica subscriptions in June 2011.  When Wired debuted their first digital replica single copy with the June 2010 issue, they sold 103,000 copies. 

On the other hand, Popular Photography repoted that their digital subscriptions averaged 13,745 for the June 2011 period, up from 9,760 in December 2010 for a 41% increase.  In June of 2010 they reported digital replica  subscriptions of 3,560. Therefore, sales are up 286% year over year.  Popular Photography also reported 1,821 non replica digital subs on averge for the June 2011 period and 1,898 non replica digital single copies.

Popular Photography has maintained their 318/M to 319/M print subscription level over this period.  Print single copy sales were 22,202 for June 2011, 23,323 for December 2010, and 27,771 for June 2010.

Black Crow

Posted by Scott On November - 1 - 2011

Four cover splits from Adbusters.  The Nov/Dec 2011 coves are split by Canada, U.S., Australia and U.K. markets. 

The U.S. edition is my personal fave, as it is a great example of the Less is More approach…just let the graphics and the brand do the work.  Arab Spring/American Autumn, get it. 

This issue will be next to impossible to miss on newsstands, and hard to resist for their core audience I suspect.  We will report back on this as sales firm up.



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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