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Archive for May, 2014

TL’s Neighbourhoods SIP

Posted by admin On May - 30 - 2014

Toronto Life continues to turn out high-quality SIP’s.

The Neighbourhoods SIP goes on sale June 2nd, 2014 and retails for $9.95.

This cover adopts the Less is More approach.

Here is what Art Director Christine Dewairy has to say about the cover: ” The 2014 edition of Toronto Life Neighbourhoods is our third annual guide to the city’s hottest pockets, featuring the best places to eat, drink, and shop. For the cover, we chose The Rooster Coffee House on Broadview, because it’s one of those quintessentially Toronto spots that are such vibrant reflections of their neighbourhoods. It feels hyper-local, and is enormously popular with area residents, but it also draws people from outside the neighbourhood. Daniel Ehrenworth captured the place on a lovely spring afternoon—one of the precious few warm spring days we had this year. Even during the week, the place was hopping.”


Posted by admin On May - 28 - 2014

The Aug/Sep 2014 issue of Canada’s History is scheduled to hit newsstands on July 28th, 2014.

This cover took a lot of back and forth with the cover team, with 3 rounds of refinements to reach the polished version below.

The cover feature is a series of short snippets from  eye-witnesses reports/diaries to some seminal moments in Canada’s history.  But how to communicate this concept with an image and just a few words?

Art Director James Gillespie found this classic image, which allowed us to build the story around it and effectively communicate the offering.

Here’s what James had to say about this cover: “Benjamin West’s painting of The Death of General Wolfe is a brilliantly executed adaptation of a very important event in Canada’s History. The lighting and the composition make it particularly suited for cover use. The image on the cover is only a detail of a much larger painting contained within the August-September issue of Canada’s History magazine.”

And here is what Publisher Melony Ward had to say about this cover:  “As a history magazine, we are limited by the fact that photography has only existed for about 200 years. We are fortunate to have access to a treasure trove of paintings that depict important historical events. The August/September issue features a richly colourful masterwork on the cover – The Death of General Wolfe by Benjamin West. Wolfe died in 1759 on the Battle of the Plains of Abraham, and West’s work, painted about a decade later, used a fair bit of artistic license to dramatic effect. Art director James Gillespie has done a terrific job using the classic triangular composition to direct attention to the main cover line.”

Outdoor Canada Boldly Goes Retro

Posted by admin On May - 22 - 2014

The Summer 2014 issue of Outdoor Canada is scheduled to hit newsstands on June 8th, 2014.  This retro cover is a bold and gutsy gamble that is praiseworthy.

Sandra Cheung, art director, Outdoor Canada, says, “The summer issue offers an ideal opportunity to have fun and try something different. I love taking a risk, so it’s going to be very exciting to see how it does on the newsstand. I’m sure it’ll make a big splash!”

And from Editor-in-Chief Patrick Walsh, “We’ve been wanting to execute a cover like this for a few years now… our inspiration coming from the men’s action magazines of the 1940s, 50s and 60s.  I’m sure it will create a buzz in our category.”

You may recall that last year’s Summer 2013 issue also was playful, and it resulted in newsstands sales increasing by 73%.  This of course sets the bar very high for this year’s version.

NOW Does it Again

Posted by admin On May - 20 - 2014

NOW Magazine has a long history of “borrowing” cover ideas from American magazines.

I’ve written about this many times before.

Is this “referencing” other magazines ideas and images?

The issue of NOW that is on stands vs. September 8th, 2014 The NY Times Magazine is the latest example:

Check it out:

Here’s some of the others:

Ultimate Camping

Posted by admin On May - 16 - 2014

The Summer 2014 issue of British Columbia Magazine is scheduled to hit newsstands on June 16th, 2014.

Art Director Ken Seabrook.

Cottage Life West (Winner!)

Posted by admin On May - 15 - 2014

When Cottage Life magazine acquired Cottage magazine, the decision was made to re-brand the magazine as Cottage Life West.

Here’s what Editor Penny Caldwell had to say:  “Our objective with the Cottage Life West edition was to provide cottage and cabin owners in Western Canada with content exclusive to their region, which broadly covers Saskatchewan, Alberta and British Columbia. The editor and regional sales team are based in BC. It is a strategy that is supported by the successful new Edmonton Cottage Life and Cabin Show that debuted in April.”

Here are the covers:

The first is the 2014 04 issue, which went on sale March 24, 2014.  The second issue is the 2014 05 issue, which went on sale May 5th, 2014.  You’ll also see the old covers from 2013.

The regular covers of Cottage Life look like this:

The Western edition retails for $5.95, while the Eastern edition remains at $6.95.  All retailers from BC to SK receive the Western edition, while the rest of the country gets the Eastern edition.

2 New Records Set

Posted by admin On May - 15 - 2014

In 2013, Canada’s History (formally The Beaver) set two new all-time sales records.

The Feb/Mar 2013 issue featuring Louis Real…best ever in this time slot, and up 40% from prior year.

The Aug/Sep 2013 issue featuring Women of Valour…best ever in this time slot, and up 84% from prior year.

The Art Director is James Gillespie.

Sales up 300%

Posted by admin On May - 14 - 2014

What a difference a year can make.  Volume 25 #2 of SuperTrax, which went on sale November 18th, 2013, sold 3,173 more copies than the same issue last year, for a stunning 300% lift in sales.

The issue was promoted at Wal Mart, where sales spiked by 711%.

It just goes to show the power of a fabulous retail promotion combined with a winning cover and what can be achieved.

Cover design by Andrew Knor.

Punching Bag Toy

Posted by admin On May - 12 - 2014

The May 26th, 2014 issue of Maclean‘s is the Cover of the Week.

This cover is just having so much fun, how can a newsstand junkie not give in to temptation?

For skybar lovers, Maclean’s can always be counted on for strong, easy to read skybar.

Nice use of the cover real estate.  Overall just a great magazine cover!

D Day

Posted by admin On May - 5 - 2014

Legion Magazine‘s May/Jun 2014 issue features D Day as the main cover sell.

Major battles tend to work well for this magazine.

Here’s what Art Director Jason Duprau has to say about the cover:

“We wanted to do things a bit differently for the cover of our May/June 2014 issue. June 6th is the 70th anniversary of D-Day and we have a special feature on the subject. We wanted to be bold and iconic so we used a well-known photo of the Juno Beach landing, and developed bold typography for the cover line. We also adjusted our masthead to incorporate ‘Special Issue’, our D-Day 70th anniversary logo and the secondary cover lines, which also gave us more room for the D-Day word mark and photo. We kept the sky bar clean and simple so it didn’t compete with the body of the cover.”


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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