Covers Sell

Covers Sell

Archive for February, 2014

We Are Hockey

Posted by admin On February - 27 - 2014

The March 10th, 2014 issue of SportsNet  looks like a winner.

Rule #32:  Timing Matters

This cover will certainly take full advantage of the lingering high we experienced from the Olympics.  For my money, the Women’s Hockey Team game was a bigger thrill.

Idea:  Why not have 1/2 the copies featuring the women on the front cover, with the guys on the back cover… and the other half with the guys on the front, with the gals on back?

Regardless, a great cover that is sure to sell!

CORRECTION:  I have been informed by the Art Director that they did indeed do the Women’s team on the back cover.  Here it is:

“I was just reading your always entertaining blog and came across the post on the Sportsnet’s Olympic cover. While we decided not to split the run for our gold-plated commemorative issue, we did try to give equal coverage to our hockey heroes. Behold our front and back covers. I couldn’t quite convince everyone to put the women on the front,” Stephen Gregory, Art Director

Royal Enfield

Posted by admin On February - 27 - 2014

The April 2014 issue of MotorCycle Mojo is set to hit newsstands on March 25th, 2014.

Featuring a white background for maximum contrast, this cover has a hard-working sky bar and starburst treatment.

This issue will be promoted at Overwaite, Presse Commerce and Safeway.

Canadian Cover Awards

Posted by admin On February - 26 - 2014

Magazines Canada and the CMC co-hosted The Canadian Cover Awards event last night in Toronto.

The awards recognize and celebrate the success of magazine covers in driving single copy sales.  Canadian magazines were invited to submit top-selling covers, from the September 2012–September 2013 period.

Newsstand sales were worth 50% of the score, with the remaining 50% determined by a panel of judges that included a retailer, a wholesaler, a national distributor, a circulation director, and an art director.

The Gold, Silver, and Bronze winners are:

General Interest, Arts, Lifestyle, Regional

Home & Décor:

News, Business & Celebrity:

SIPs and New Magazines:

Small Magazines:

Sports & Leisure:

Women’s Services:

This year, the judges awarded the Newsstand Marketer of the Year to:

Bernie Menchise, TC Media; and Craig Sweetman, CRS Consulting

Congratulations to all!

Check up on RollingStone Miley Cover

Posted by admin On February - 25 - 2014

In a blog post dated October 8th, 2013, I highlighted RollingStone‘s Miley Cyrus cover. lauding them for re-acting quickly to the buzz generated by her outrageous antics twerking.

The 2013-42 issue sold 7,724 copies in Canada…up 58% from the same time slot last year featuring Adele.

Check Up on Vanity Fair Anniversary Cover

Posted by admin On February - 25 - 2014

In a blog post dated October 10th, 2013, I chose Vanity Fair‘s October 2013 issue as cover of the week.

I’m surprised to report that newsstand sales were mediocre, selling 6% less than the average of the other eleven issues in 2013.  It sold better than 5 issues, but worse than 6 other issues of VF 2013.

The big seller for VF in 2013 was their September issue, featuring “Diana’s True Love.”  It sold 49,059 copies at a 49% sell-through in Canada, compared to just 33,027 for the October issue.

Check Up on New Yorker Weiner Cover

Posted by admin On February - 25 - 2014

In a blog post dated July 29th, 2013, I highlighed the August 5th, 2013 issue of the New Yorker as Cover of the Week.

We loved it for it’s humour and as a classic illustration in the proud tradition of the New Yorker.

It beat 22 of the 27 covers that came before it in 2013.

Check Up on SI’s Andrew Wiggins Cover

Posted by admin On February - 25 - 2014

In my post of October 11, 2013, I chose Sports Illustrated as Cover of the Week, for its cover featuring Andrew Wiggins, the 18-year-old guard from Thornhill, Ontario.

The October 2013-42 sold 63% better than the same time slot in 2012.

It too was basketball related.


Posted by admin On February - 21 - 2014

The Spring 2014 issue of Prairies North is scheduled to hit newsstands March 17th, 2014.

The last time the magazine did a cover on Caribou was in 2007, and was the top seller that year.

The magazine typically does well with Animals, particularly large mammals.

This regional magazine is on a bit of a roll.

  • Their Summer 2013 issue produced a sales gain of 38% compared to prior year!
  • The Fall 2013 issue produced a sales gain of  68% compared to prior year!
  • Winter 2013 is forecast to be up 80% compared to prior year, and will be their best selling issue ever!

Swimsuit Issue 2014

Posted by admin On February - 20 - 2014

The 2014 issue of Sports Illustrated‘s annual Swimsuit issue is now on newsstands.  This SIP is arguably the most well known vertical title on the planet.  This year’s edition is a whopper, with a page count of 260, up 14% from prior year.

This is perhaps the best example of a magazine developing a stand-alone themed franchise.

Last year’s edition sold over 800,000 copies compared to a normal issue of SI which sold 68,000 copies in the first half of 2,013.  Happy 50th Anniversary indeed.


Posted by admin On February - 19 - 2014

The Feb/Mar 2014 issue of Canada’s History magazine features iconic Canadian idol Tommy Douglas as the cover boy.

Here’s what editor Mark Reid has to say about this issue:

“A few years ago, the CBC did a poll on our greatest Canadian. Overwhelmingly, the vote was for Tommy Douglas, the father of modern medicare. But few Canadians realize that Douglas’s dream almost died back in 1962, when medicare came into effect in Saskatchewan. As soon as it was enacted, every doctor in the province went on strike in protest. Our cover story asks the big “What if” question – what if Douglas had failed? Today we consider medicare a Canadian right. This story helps us appreciate how fortunate we are that Tommy Douglas won the fight for medicare.”


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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