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Covers Sell

Archive for December, 2015

Toronto Life Covers Sell!

Posted by Scott On December - 23 - 2015

check_mark_125x125On April 23rd I blogged about the May 2015 issue of Toronto Life as the Cover of the Week.  The issue was noteworthy because of free buzz the magazine received for a secondary story the magazine had published. Controversial stories often help lift sales.

“The May 2015 issue of Toronto Life is getting lots of buzz on the radio and social media regarding a feature this month on Michael Elder.   See Press Release below:

April 21, 2015 (TORONTO) – Yesterday in Ontario Superior Court, Michael J. Elder, chair of WorkOnce Wireless Corporation, failed in his attempt to receive an emergency injunction preventing the publication of the May issue of Toronto Life.

Mr. Elder is the subject of a feature profile in the May issue of the book, entitled “The Charming Mr. Elder,” written by veteran reporter Michael Posner. Mr. Elder has raised millions from prominent Toronto investors for the development of a device called the Quillmate and is now the subject of a group action from investors seeking $12 million in damages, as well as Mr. Elder’s removal from the company as sole director.”

So, how did it sell?

Sales were up 11% compared to the May 2014 issue, which is good.  But it wasn’t one of the best-selling issues of 2015.  As you might expect, the Jian cover was the best-selling issue of the year!  Talk about controversial and lots of buzz!

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Toronto Life Winter Fun Cover Sells!

Posted by Scott On December - 23 - 2015

check_mark_125x125A year ago, I blogged about the January 2015 cover of Toronto Life as the Cover of the Week?

So, how did it sell?

The January 2015 issue sold 16% better than the January 2014 issue.  It sold better than any of the 12 regular issues in 2014.

It sold 5% better than the cover that preceded it in December.  And it sold 79% better than the cover that followed it in February.

Loving it!

Jan 2015

Maclean’s Jesus Saves Cover Sells!

Posted by Scott On December - 23 - 2015

check_mark_125x125Back on March 30th, I posted Maclean’s Jesus Saves cover as Cover of the Week.

So, how did it sell?

This issue was up by 58% from the same time slot last year!

It sold 214% better than the issue that preceded it in 2015.  And it sold 164% better than the issue that followed in in 2015.

In fact, only two other issues out of 38 published between Jan 2015 and Nov 16th 2015 have done better. (see below)

Jesus Saves indeed! But Justin Saves Even More!

April 13th 2015

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Zoomer’s Sex Cover Sells!

Posted by Scott On December - 23 - 2015

check_mark_125x125Back on March 9th, 2015 I blogged about Zoomer‘s April 2015 issue as Cover of the Week.

So, how did it sell?

Sales of this issue were up 24% from prior year!

Comparing it to the 2014 issue, you can see the bold type treatment really worked.

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Apr 2014

 

SkyNews Sells!

Posted by Scott On December - 23 - 2015

check_mark_125x125On April 2nd 2015 I blogged about the May/Jun 2015 Anniversary issue of SkyNews as the Cover of the Week.

“The May/June issue of SkyNews magazine that hits newsstands April 13 marks the completion of 20 years of uninterrupted publishing.  At 72 pages, this will be the biggest issue of SkyNews yet.  It will be polybagged on newsstands with “Getting Started in Astronomy”, an eight-page booklet co-published with the Royal Astronomical Society of Canada.”

So, how did it do?

Sales of this issue soared by 41% from the same issue in 2014.

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New York Cover Sells!

Posted by Scott On December - 22 - 2015

check_mark_125x125Back on July 28th, 2015, I blogged about New York magazine’s Bill Cosby cover.  So, how did it do?

This issue sold 504 copies at a 50.4% sell-thru in Canada.  That’s a 70% improvement from the same time slot in 2014. I’ll bet it sold even better in the USA.

Perhaps someone will try a similar cover when the Jian Ghomeshi trial begins?  After all, it’s about the victims, not the celebrity.

Bill Cosby

 

 

 

Rotman Cover Sells!

Posted by Scott On December - 22 - 2015

check_mark_125x125Back on May 14th, 2015, I blogged about the Spring 2015 issue of Rotman magazine as the Cover of the Week.  So how did it end up doing on the newsstand?

The Spring 2015 issue was a huge success!

In Canada, sales improved by 80% from the same issue last year, despite a 10% cut to the draw.  It set a news sales record for this time slot.

And in the U.S.A. sales improved by 64%.

At a $16.95 cover price, that adds up.

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Old Montreal

Posted by Scott On December - 22 - 2015

The Jan/Feb 2016 issue of Canadian Antiques & Vintage goes on sale January 11th. This vibrant blue cover will be hard to miss on newsstands.

 

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Canada’s History Posts Impressive Gains!

Posted by Scott On December - 19 - 2015

check_mark_125x125Canada’s History magazine (formally The Beaver) is having another record-breaking year at the newsstand in 2015! “We ended the 2014 year with two Record Breaking issues, for both our Oct/Nov 2014 (The World Wars)  issue and the Dec/Jan 2015 issue (Last Spike).  The momentum has carried over into 2015, with 3 more record-breaking covers in 2015, ” says Melony Ward, Publisher. “Interestingly, all 3 record breakers this year feature illustrated covers”, says consultant Scott Bullock. A tip of the cap to Editor Mark Reid, Art Director James Gillespie, Ron Sellwood and the CTC team.

  • The Feb/Mar 2015 issue (Cook) set a new sales record for this time slot, with sales up 69% from prior year’s issue.
  • The Jun/Jul 2015 issue (Northwest) set a new sales record for this time slot, with sales up 41% from prior year’s issue.
  • The Aug/Sep 2015 split cover issue (Squid/New France) will set  new sales record for this time slot, with sales up 67% from prior year’s issue.
  • The Dec/Jan 2015 issue (Last Spike) set a new all time best sales record, with sales up 35% from prior year’s issue.
  • The Oct/Nov 2015 issue (The World Wars) set a new sales record for this time slot with sales up 65% from prior year’s issue.

 

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Canadian Geo Posts Eye-Popping Gains!

Posted by Scott On December - 18 - 2015

check_mark_125x125In an era where so much of the news is negative, it’s important to point out success stories.  Canadian Geographic is posting some impressive gains so far in 2015.

The Jan/Feb 2015 issue (Wolf) is now 100% final.  Sales increased by 4,375 copies or an 84% improvement from last year’s issue in this time slot.  This was achieved despite cutting dealers back by 520 stores or 10%, and despite a cut to the draw of 3%.  Efficiency improved by 17pts!

The Mar/Apr 2015 issue (Grizzly) is now 100% final.  Sales increased by 2,926 copies or a 68% improvement from last year’s issue in this time slot. Efficiency improved by 9pts!

Editor Aaron Kylie, Art Director Javier Frutos, consulting with CoversSell.Com, have been turning up the heat.

Do covers really sell?  You be the judge.

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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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