Covers Sell

Covers Sell

Archive for September, 2015

New SIP from Legion: AVIATORS

Posted by Scott On September - 30 - 2015

The latest in our series of SIP’s is set to hit newsstands on November 2nd, 2015, just in time for Remembrance Day.

Art Director Jason Duprau has created a completely fresh new look in this series of successful SIPS.

Look for special promotion displays at Chapters/Indigo, Loblaws, Shoppers Drug Mart, Wal Mart and Gateway.





Hockey News Success Stories

Posted by Scott On September - 25 - 2015

check_mark_125x125The Hockey News is reporting some exciting success stories.  Pat Strangis, Director Newsstand Marketing, TVA Group, was kind enough to share the good news with CoversSell.Com.

What the Hockey News has been testing is the idea of making more of their regularly scheduled  issues look like SIP’s, both by beefing up vertical content in these issues, designing the covers to look more like SIPs, and by raising the cover price.  The strategy appears to be working!

Example #1:

The 2014 Season Preview issue (on sale Sep 15th 2014) sold 9,540 copies, compared to The 2013 Season Preview issue (on sale Sep 16th 2013) which sold 8,163 copies.  That’s a positive variance of 1,377 copies or a 17% lift.  Plus, the 2014 issue retailed for $5.95 vs. $4.95 in 2013.  So newsstand revenue was up 40.3%!

2014 Season Preview

Example #2:

The 2015 World Junior issue (on sale Dec 8th 2014) sold 14,509 copies, compared to The 2014 World Junior Issue (on sale Dec 16th 2013) which sold 9,004 copies.  That’s a positive variance of 5,505 copies or a 61% lift.  Plus, the 2015 issue retailed at $5.95 vs. $4.95.  Therefore newsstand revenue was up 93.4%!

World Juniors 2015

Example #3:

The 2015 Playoff Preview issue (on sale April 6th 2015) sold 10,386 copies, compared to The 2014 Playoff Preview (on sale April 7th 2014) which sold 6,937 copies.  That’s a variance of 3,449 copies or a 50% lift.  Plus, the 2015 issue retailed for $5.95 vs. $4.95.  Therefore newsstand revenue was up 80%!


Playoff Preview 2015




Trump on Rollingstone Cover

Posted by Scott On September - 10 - 2015

cover_of_the_week-125x125Last week it was Trump on Time Magazine’s cover.  This week he is featured on Rollingstone.

Not sure what Trump has to do with music. It’s certainly not the first time Rollingstone has put politicians on the cover.

I guess the editors are betting their audience will buy lots of copies of the man with the funny hair.





Scientific American 2014 (Take the Test)

Posted by Scott On September - 9 - 2015

boxing_globe_icon_125x125.2Scientific American has been continuously publishing for 170 years, so they must be doing something right.

Let’s have some fun.

Test your knowledge of Covers That Sell.  I’ll show you 4 of their 12 covers in 2014.  Using Canadian sales data, your task is to rank them from best to worst.

Guess in which order they ranked:  #1, #2, #3 and #12 worst.

Here are the 4 covers (no peaking, pan down slowly, as answers are provided at the bottom).

 Jan 2014

2014 Jan

Oct 2014

2014 Oct

Nov 2014

2014 Nov

Dec 2014

2014 Dec

And the Answers Are:

#1 Seller in Canada…Nov 2014, Meditation, sold 9,819  (Must have been the subject)

#2 Seller in Canada…Jan 2014,  Mind, sold 8,990  (Best looking cover of the year)

#3 Seller in Canada…Dec 2014, Ideas, sold 8,459  (Big Type Treatment)

#12 Worst Seller in Canada…Oct 2014, Big Bang, sold 5,587  (Huge failure…very drab)

Horse Sport Rises

Posted by Scott On September - 4 - 2015

The October 2015 issue of Horse Sport is set to hit newsstands on September 21st, 2015.

The team at Horse Sport have come up with a “poster-like” cover treatment.

Horse Sport is on a roll this year, with every issue posting sizable gains from prior year:

  • Feb up 23%
  • Mar up 33%
  • Apr up 214% (Forecast)
  • May up 165% (Forecast)
  • Jun up 149% (Forecast)

According to MAGNET, single copy sales overall in Canada are down 16.8% in the first half of 2015.

Oct 2015 (Small)

Feb 2015 (Small)Mar 2015 (Small)Apr 2015 (Small)

May 2015 (Small)June 2015 (Small)Jul 2015 (Small)

Aug 2015 (Small)Sep 2015 (Small)







Re-Design For SuperTrax

Posted by Scott On September - 3 - 2015

thenandnow_125x125The new issue of SuperTrax (Volume 27 #1) is sporting a new look, courtesy of Art Director Andrew Knor.  The issue goes on sale October 12th, 2015.

“Revamping of some of the key elements for this issue, we moved the Supertrax logo up into the sky bar on a clean, white surface in order to optimize the presentation of the new Ski-Doo Blizzard. The logo was made horizontal, rather then slanted.   We then lead their eye to the numerical “160” New Sleds in a bold font on a subtle button that pops on the white background. We then worked in some action shots, including a picture of each of the top four manufacturers.  This assures the reader that nothing has been missed, and this issue is well worth picking up on the newsstand,” says Knor.

Vol 27 #1

25 #2 (Small)25#3 (Small)








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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