Covers Sell

Covers Sell

Archive for June, 2014

Fairmont Magazine Reveals New Look

Posted by admin On June - 23 - 2014

The importance of “refreshing” your magazines look and feel from time to time is the subject of a seminar that I will be presenting, along with Jennifer Neal of K9 Design, at the Manitoba Magazine Conference on Friday June 27th, 2014.

This pertains to not only newsstand and paid circulation titles, but to controlled titles too.

It was recently brought to my attention that Fairmont Magazine has just undergone a makeover.

Natasha Mekhail, Editor in Chief of Fairmont Magazine provided this background:

“Fairmont Magazine is an award-winning luxury publication distributed across the hotel brand’s 70-plus properties around the world. Every issue presents a mix of engaging storytelling and striking visuals that, while focused on Fairmont destinations, services and programs, carries the same rich, narrative tone as top consumer magazines, such as Conde Nast Traveller and Travel + Leisure.

We know that our readers are often on holiday when they encounter the magazine in their room; we know we’re competing with their novels, phones, and tablets. They won’t read our magazine if it doesn’t pop for them – nor will they read if they get a whiff of hard sell. In fact, we like to describe Fairmont Magazine as a travel and lifestyle publication that just happens to appear in a hotel. Still, the one place where that may not have come across was on the cover.

Past covers involved a fashion shoot showing a model at a featured hotel styled to embody the spirit of her destination. After several of these, however, our team and our clients agreed that, while beautiful, the staged images lacked a certain spontaneity and intrigue that would make readers look at it and say, “I need to know where that is.” Around the same time, Fairmont adjusted its own branding, subtly moving away from “hotel as focal point” for travel, and towards “hotel as gateway to the destination.” This move gave us license to stage a lifestyle cover.

The first thing you’ll notice in Example B: it’s not in a hotel. Instead, we shot an emerging Baku artist in an installation he designed for Azerbaijan’s pavilion at the Venice Biennale. The oil-rich city on the Caspian Sea, which many describe as the “next Dubai,” also has an incredible wealth of modern artists, who’s work often riffs on Azeri handicrafts, such as traditional tapestries.

We also moved to a full-bleed from a framed image, giving more presence to the cover photo. With this fun, playful cover (the artist actually asked if he could make a suit out of the same fabric as his set – and of course we said yes!), we’ve given Fairmont Magazine that “wow” factor, that spurs readers to pick up the magazine and find out what this incredible shot is all about.”

Dirt Trax in Full Throttle

Posted by admin On June - 6 - 2014

The Spring 2014 issue (Volume 15 #3) of Dirt Trax features a classic “action shot”.  Art Director Andrew Knor did a great job of using the most valuable cover “real estate” to full advantage.

  • Strong sky bar treatment
  • Starbust call out in prime location
  • Vibrant colors

Other recent issues have posted strong gains:

  1. Volume 14 #1 up 99%
  2. Volume 14 #3 up 131%
  3. Volume 14 #4 up 5%
  4. Volume 15 #2 up 438%

Legion Wins Silver at CMC Awards

Posted by admin On June - 6 - 2014

Legion Magazine has won a silver award in Audience Development from the CMC, the Circulation Management Association of Canada, at its annual awards luncheon in Toronto.

The magazine won for Canada’s Ultimate Story: The Victoria Cross, a special interest publication telling the story of Canadians who were awarded the Commonwealth’s highest honour for daring and conspicuous acts of bravery. The 100-page magazine published last fall features more than 150 seldom seen photos and illustrations and a text by historian Hugh A. Halliday.

The CMC award recognizes “outstanding achievement in audience development based on strategy, innovation, execution and results.” It was presented June 4 during MagNet, the magazine industry’s premiere policy, professional development and networking conference.

Legion Magazine is also nominated for three National Magazine Awards.

Motorcycle Mojo on a Roll

Posted by admin On June - 5 - 2014

Motorcycle Mojo is on a roll.

With a stepped up distribution and promotion plans and expanded dealer coverage, the magazine is seeing some impressive sales gains.

  • August 2013 up 45%
  • Sep/Oct 2013 up 30%
  • November 2013 up 53%
  • December 2013 up 84%

And while the 2014 issues are not yet sales final we are forecasting…

  • Jan/Feb 2014 is up 28%
  • March 2014 is up 47%
  • April 2014 is up over 100%

The new July 2014 issue is scheduled to hit newsstands June 23rd, 2014.

Art Director Amy McCleverty has done an excellent job of focusing the eye on the stuff that matters, from top to bottom.

  • Good sky bar treatment
  • Free Poster “interuptor box”
  • Action shot of Yahmaha
  • Large button to pop out the 3 Great Rides
  • Plus the 4 Tips for safety at the bottom left

A special thank you to the Art Director Amy McCleverty, to Dawar Taylor at Disticor and to the OMDC.

Sponsors

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.

Twitter

    Photos

    Activate the Flickrss plugin to see the image thumbnails!