Covers Sell

Covers Sell

Archive for November, 2013

21 Best Rides

Posted by admin On November - 15 - 2013

The  new issue of Dirt Trax magazine is set to hit newsstands December 18th, 2013.

Art Director Andrew Knor pushed the creative edges by creating a split screen cover.  In a world now dominated by a “windows” way of interacting with information, and television news programs and weather programs training people to look at their screen in a multi-tasking way, this cover communicates that it is packed with useful information for off-road enthusiasts.

Cover slash, check!

Skybar, check!

Good use of big numbers to quantify value, check!

Blessed words like Best, check!

Bold type, check!

Good use of key “real estate” at top and left, check!

GardenMaking Design Issue

Posted by admin On November - 14 - 2013

The Winter Design issue has always been a strong seller for GardenMaking.  And this cover should be no exception to that pattern.  Here’s what Publisher Michael Fox has to say about it:

“When we launched four years ago, some people were surprised that we’d publish a new issue of a gardening magazine in Canada in November, a time of year when most gardens are put to bed for winter,” says publisher Michael Fox. “But with its design theme, our winter issues consistently sell as well as (or better) than other issues.”

 “The cover features a stunning urn planted and styled for Garden Making by Paul Zammit, the Nancy Eaton director of horticulture at Toronto Botanical Garden. Foliage is front and centre in the design package with articles about fancy-leaf begonias, plants with silver foliage and hardy ferns, as well as three urban front-yard gardens in Toronto and the best ways to light your landscape at night.”

 Garden Making is quarterly, every three months, with the seasons.

Check Ups (U.S. pubs in Canada)

Posted by admin On November - 11 - 2013

The July 2013 issue of Town & Country is the best-selling issue of the year so far.  It beat the issue prior to it by 35%, and it beat the following issue by over 57%.  Plus, only one issue in 2012 sold as well as Lauren Hutton (Grace Kelly’s Granddaughter).

The controversial Rollingstone cover of August 1st, 2013 sold 39% better than the same issue last year (Justin Bieber).  Only two other issues have sold as well in 2013…Johnny Depp and the Top 50 Hip Hop Songs.

The Bitter Pill cover from Time magazine sold 20% better than the issue prior to it, and sold 5% better than the issue following it, and sold 2% better than the same time slot in 2012.  Only 1 of the first 11 issues out sold it in 2013 (Rise of the Drones).

The April 2013 issue of Vogue, featuring the First Lady Michelle Obama, sold 26,095 copies in Canada.  The issue didn’t do as well as the March 2013 issue featuring Beyoncé, which sold 35,491.   However it did outsell Jan, Feb, May and July issues.  It did not outsell last year’s April issue featuring Jennifer Lopez.

The December 2012 issue of Vogue, featuring Anne Hathaway 32,953 copies in Canada, a full 60% better than the November 2012 issue, and whopping 88% better than the January 2013 issue, which came before and after Anne.

Sports Illustrated’s May 6th cover sold 43% more copies than the same issue last year.

The annual 2013 Sports Illustrated swimsuit issue failed to deliver as many sales as the 2012 edition, even though Kate Upton was the cover girl on both issues.  Perhaps Rule #26 was a factor….Hot not Cold covers.  The 2013 issue sold 48,146 copies in Canada, while the 2012 issue sold 57,734, a negative variance of 9,588 or down 17%.

Paulina Gretzky Graces Maximum

Posted by admin On November - 11 - 2013

Wayne Gretzky’s daughter, Paulina, is the cover girl for the December 2013 issue of Maxim magazine. 

A Huffington Post link is here:

The cover, like most Maxim covers, is rather steamy and not at all original. Hot blonde in white bikini wearing heels.  But for the lads audience….probably a winner.


Check Ups (Canadian Mags)

Posted by admin On November - 7 - 2013

The April 15th, 2013 issue of Canadian Business outsold the previous year’s issue in this time slot by 12%.

The June 2013 issue of Zoomer outsold the previous year’s issue in this time slot by 35%.

Outdoor Canada’s Summer 2013 issue outsold the previous year’s issue in this time slot by 73%.

Fashion’s August 2013 issue outsold the prior year’s issue in this time slot by 47%.

The January 2013 issue of Flare was a winner.  So far in 2013, only one other issue has sold more.  The issue sold 175% more than the issue that came before, and sold 90% better than the issue that came after it.  That’s impressive.

The May 2013 issue of Azure was a success.  It outsold the issue prior (Mar/Apr) by 42%, and it outsold the issue after (Jun) by 93%.

The 2013 Toronto Life Eating & Drinking (SIP) sold nearly 16,000 copies at a $9.95 cover price.  The 2012 edition sold over 19,000 copies, a variance of 3,103 copies or 16% less.  Still, this guide is by far the most successful at newsstands.

Celebrate The Season

Posted by admin On November - 7 - 2013

The December 2013 issue of Canadian House & Home promises many excellent editorial features with a cover that is 6 covers within a cover, but united under a central theme.

Here’s what Editor-In-Chief Suzanne Dimma, has to say about the cover:

“Our December 2013 issue is jam-packed with a wide array of fantastic content, from holiday entertaining and decorating to amazing makeovers, stellar interiors and big personalities. A single image just didn’t sum up everything that our readers are getting when they pick up a copy and, on an increasingly competitive newsstand, we felt a graphic grid would make the issue really stand out. In the digital era, print products must sell the depth of their content even harder, so giving readers a little taste of everything was a natural choice. The finished product feels more intriguing and a true reflection of the issue’s content.”

Looks like a winner!



Check Ups

Posted by admin On November - 6 - 2013

Dirt Trax magazine’s Spring 2013 issue sold 134% more copies than the prior year’s issue.  This cover was as close to poster as you can get.  It was the best result in the Spring time slot in the past 5 years!

Fly Fusion’s Summer 2013 issue set a new all time sales record for this time slot in both Canada (up 10%) and the U.S. market (up 18%).  The bold type treatment, drop down box, and the coveted Trout combined for a big win.

2013 1st Half

Posted by admin On November - 5 - 2013

Retail dollar sales were down 12.2% for the first half of 2013 versus same period prior year, says Glenn Morgan, President & CEO of Coast to Coast Newsstand Service.  These figures were compiled by PMC.

So if you have been noticing softness in your newsstands sales, you are not alone.  It appears that cuts to dealers and cuts to draws, as wholesalers look to cut fixed costs of delivery, may in fact be contributing to the loss of sales.


Posted by admin On November - 1 - 2013

Canadian Real Estate Wealth’s November issue, on newsstands now, is a classic example of using bold type and big numbers to underscore the comprehensive editorial value being offered.  Like many other top brands, art director Alicia Chin was not afraid to use big type. 

The cover also features strong use of the sky bar area, and a cover slash.   Radical clarity to the max.


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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