Covers Sell

Covers Sell

Archive for August, 2017

New Yorker’s 92nd Anniversary Issue

Posted by Scott On August - 25 - 2017

Back in February of this year, I posted the New Yorker’s  92nd Anniversary issue as the Cover of the Week. (See original post below).

I promised to report back on how it sold in Canada.  So here it is:  The issue sold 2,889 copies in Canada.  That’s up 1,383 copies from the same time slot last year, a gain of 92%.  It sold 1,065 copies or 58% more than the issue that preceded it, and 918 copies or 47% more than the issue that came after it.  Only 2 issues in 2016 sold more than this one did in early 2017.  Canadians lapped it up.

 

 

The Feb 13th, 2017 issue of the New Yorker is the 92nd  Anniversary issue.

According to their website, the annual anniversary issue “would feature some version of Rea Irvin’s classic image of the monocled dandy Eustace Tilley.”

However, the site goes on to say, “This year, as a response to the opening weeks of the Trump Administration, particularly the executive order on immigration, we feature John W. Tomac’s dark, unwelcoming image, “Liberty’s Flameout.” “It used to be that the Statue of Liberty, and her shining torch, was the vision that welcomed new immigrants. And, at the same time, it was the symbol of American values,” Tomac says. “Now it seems that we are turning off the light.”

It will be interesting to see how this dark, depressing cover sells.  I’m sure it has a good chance of success in New York, New York, and in Hollywood, California, but doubt it will work in the so-called “fly over states” in between.  It will be interesting to see how it sells in Canada.

Wildlife SIP 2018

Posted by Scott On August - 25 - 2017

Canadian Geographic‘s 2018 Wildlife SIP cover is my new all-time favorite.  This fabulous cover, designed by Art Director Javier Frutos, is sure to be a winner!

Top predators always work well for Canadian Geographic.  In fact, the very first SIP they ever published, back in 2011, also featured a Polar Bear.

Here’s the new cover.  The other Wildlife SIP covers can be found below.

 

Vanity Fair Quiz…Test Yourself!

Posted by Scott On August - 23 - 2017

Test your knowledge of Vanity Fair covers.  Which of these 4 Covers was the best-seller in 2016 in Canada?

Better yet, try ranking them from #1 to #4.

  • Get none right…you are a Dunce.
  • Get #1 right…you graduate High School
  • Get #1 & #2 right…you graduate University
  • Get all 4 in order…Masters Degree

And try your luck at the Bonus Question at the end!

Feb 2016                                     May 2016

Jul 2016                                      Oct 2016

 

 

Don’t look yet!

Don’t cheat!

Scrowl down for Answers…

Answers below:

Bonus Question:  How did the Jan 2017 issue (J. Law) sell compared to these?

Answers:

#1:  Jul 2016…Queen…sold 37,590 copies, at a 50.4% sell-thru!   (Still lots of Brits in Canada!)

#2  Oct 2016…Bruce…sold 27,736 copies  (2nd best of year…The Boss still Rocks!)

#3  May 2016…Streep…sold 25,145   (4th best of year…star fading?)

#4  Feb 2016…Kelly…sold just 20,981 copies   (Worst performer of the year.  Legend in her own mind.)

Bonus Question Answer:

If you guessed it was better then all except the Queen, you are right.  This beauty sold 30,778 copies!

It will be interesting to see how the Aug 2017 issue, featuring Serena Williams will do?  Odds are it will do well!

 

Fall Is Coming

Posted by Scott On August - 18 - 2017

Art Director Sieu Truong has created a warm Fall-like cover for the Sep/Oct 2017 issue of Horse Canada.

Alternating white with yellow in the sky bar creates strong contrast and helps draw the eye across the top.  Good use of the left hand margin to stack the selling hooks. Use of blue to help draw the eye down the cover works well, as does the use of a number, and a script font to drive interest to key benefits.

The issue goes on sale August 28th.  It retails for $5.99.

 

New Boss at St. Joes

Posted by Scott On August - 18 - 2017

St Joseph Communications has announce a new boss at the helm.  Welcome Mr. Douglas Kelly.  Douglas Kelly will immediately assume the position of President of St. Joseph Media.

From the Official Press Release:

Mr. Kelly, who is currently SVP, Strategic Content Labs, at St. Joseph Media, takes over the position from Douglas Knight, who recently retired after leading the division for 10 years.

Three and a half years ago, Mr. Kelly joined St. Joseph to set up Strategic Content Labs, SJC’s custom content division. Since then, SCL has become a major part of St. Joseph’s product and service offering.

Prior to joining SJC, Mr. Kelly was Editor-in-Chief and Publisher of The National Post, where he lead numerous transformative initiatives, including groundbreaking work in content marketing that helped cement his vision of the opportunity that has defined his focus at St. Joseph: To grow its roster of premier media brands alongside Strategic Content Labs.

“I want to thank Doug Knight for his leadership and Tony Gagliano for his confidence in me as we enter a new, exciting chapter for SJM. I am honored to be working with teams at such venerable titles as Toronto Life and FASHION Magazine, as well as associates right across the Media Group and larger company,” said Mr. Kelly.

Mr. Kelly will lead a talented senior management team at Media that includes Jacqueline Loch, VP & Group Publisher of Women’s Brands; Karl Percy, General Manager & VP Finance; Duncan Clark, VP Strategic Development; Ken Hunt, Publisher Toronto Life; and Darlene Storey, VP Consumer Marketing & Production.

Reporting to Tony Gagliano, Mr. Kelly will also be joining SJC’s Executive Leadership Team. He will continue to lead Strategic Content Labs, along with his duties as President of SJM.
As well, Jacqueline Loch will be working with Tony Gagliano to identify and bring enterprise-wide business opportunities that could include SJC’s other major divisions, Content and Printing. Ms. Loch has agreed to add this to her current responsibilities.

 

 

Coffee Table

Posted by Scott On August - 14 - 2017

Art Director Jonathan Cresswell-Jones has created a vibrant cover for Canadian Woodworking‘s Oct/Nov 2017 issue.

The skybar is particularly strong, with a Free Poster premium highlighted in red.  Good use of the prime space for pushing the main cover line.  Yellow used effectively to direct the eye to matters of importance.

Canadian Woodworking magazine has been on a roll lately.  In 2016, newsstand sales were up 49%, with 5 of 6 issues posting gains.

Plus, the Dec/Jan 2017 issue was up 20%; the Feb/Mar 2017 issue was up 17%, and Apr/May 2017 is up 35%.

The Oct/Nov 2017 issue of Canadian Woodworking is scheduled to hit newsstands on September 17th.

 

 

 

Timber!

Posted by Scott On August - 10 - 2017

Art Director James Gillespie has created another beauty for Canada’s History.

This vintage black and white cover image was hand colorized by Gillespie, a time consuming process.

But the result is outstanding.

The bold type treatment, and clever placement of the supporting sell line…Living the Lumberjack Lifestyle… make for a simple yet compelling cover.

Canada’s History magazine is on a roll.  The Feb/Mar 2017 issue (Sitting Bull) set a new all-time sales record for it’s time slot.  And the Apr/May 2017 issue (Vimy) also set a new all-time record for it’s time slot.

The Oct/Nov 2017 issue of Canada’s History is set to hit newsstands on September 25th, 2017.

 

Eclipse

Posted by Scott On August - 8 - 2017

This just in from Janice McLean, Art Director at SkyNews magazine:

“There’s a total solar eclipse happening in North America this August 21st, the first visible from the contiguous United States since 1979 Because SkyNews is a how-to magazine, we give very specific news based on the months we publish, therefore July/Aug is a special issue about the eclipse.

You’ll see that we’ve flagged the event dramatically on our July/August cover, with all the major sell-lines and cover image touting the eclipse.

The twist is that our September/October issue hits the newsstands in the second week of August, and we need to take advantage of the news stories that will be talking about the eclipse in the days and weeks before August 21st. By that time, our July/August issue will have been replaced by Sept/Oct.

Our team decided to insert a special 4-page information insert in Sept/Oct for newsstand only, plus we’re binding in special safe solar eclipse viewers for the newsstand as well (we bound in subscriber viewers to the July/August issue).

To promote these bonus items, we stickered the newsstand issues and we’re running an eclipse on the cover once again. This is generally our Astrophoto issue, but we do have one story running in the main issue about future eclipses, which gave us the opportunity to run an eclipse image and coverlines on the full run of the magazine.”

The Sep/Oct 2017 issue of Sky News went on sale today.

Here’s the Jul/Aug 2017 issue:

Creative Scrapbooker Rocking the USA

Posted by Scott On August - 3 - 2017

check_mark_125x125The Fall 2017 issue of Creative Scrapbooker is set to hit newsstands on August 28th.

This high-quality niche publication retails for $12.99.  It has an over-sized format, is perfect bound, printed on super thick cover and interior stock, and every issue is 148 pages thick.

Published  quarterly by the dynamic duo of Jackie Ludlage, Founding Editor; and Katharina Doyle, Founding Publisher, and their talented team, this magazine has been on a roll.

Newsstand sales have been up now for 12 straight issues!  In 2015 sales were up 14% and in 2016 sales were up 21%.

This Canadian gem is now available for sale in the USA at Barnes & Noble, JoeAnne’s, and other specialty accounts, where it is selling through at over 50%.

Quality Counts, and this beauty proves it.

Here’s the latest cover:

 

 

 

Prime Minster

Posted by Scott On August - 2 - 2017

cover_of_the_week-125x125Look who is gracing the cover of RollingStone magazine…our very own Prime Minister.  Looking young, handsome, and cool as usual. The iconic American magazine jealously wonders why they don’t have someone as hip as we do running the country.  The “Trump the Destroyer” cover featured back in early April of 2017 was a fun illustration.  The Chuck Berry cover in late April was a classic this year as well.

This one should sell well in Canada.

 

 

2017 Aug

 

2017 Apr 202017 Trump

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About Me

Scott Bullock’s Newsstand Cover Quiz Show is legendary in the industry. Using covers as the catalyst, this interactive and entertaining format is a light-hearted but hard-hitting spin on Packaging 101. Testing the cover savvy of magazine professionals across disciplines, the Quiz Show pits publishers against editors, circulators against art directors, retailers against wholesalers -- ultimately leading to new common ground in the quest for better covers. Scott is the Owner of Circ3, Smart Circulation Solutions, a circulation consultancy. www.circ3.com

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