Covers Sell

Covers Sell

Archive for March, 2018

National Geographic: Racist

Posted by Scott On March - 27 - 2018

The April 2018 issue of the National Geographic came with a big dose of self-flagellation:  “For decades, our coverage was racist.”

Thus proclaims the new, and only 10th, editor of National Geographic, since its founding in 1888…130 years ago.  Susan Goldberg is the first woman, and the first Jewish person, at the top of the Masthead.  Her editorial letter goes on at great length talking about their many sins from the past.  She commissioned a renowned historian to dig into it and report on the findings bluntly.

“We asked John Edwin Mason to help with this examination. Mason is well positioned for the task: He’s a University of Virginia professor specializing in the history of photography and the history of Africa, a frequent crossroads of our storytelling. He dived into our archives.

What Mason found in short was that until the 1970s National Geographic all but ignored people of color who lived in the United States, rarely acknowledging them beyond laborers or domestic workers. Meanwhile it pictured “natives” elsewhere as exotics, famously and frequently unclothed, happy hunters, noble savages—every type of cliché.

For us this issue also provided an important opportunity to look at our own efforts to illuminate the human journey, a core part of our mission for 130 years. I want a future editor of National Geographic to look back at our coverage with pride—not only about the stories we decided to tell and how we told them but about the diverse group of writers, editors, and photographers behind the work.

We hope you will join us in this exploration of race, beginning this month and continuing throughout the year.”

This has generated mostly praise from both the mainstream media and social media.

This cover, which has gotten plenty of free “earned media”,  showcases fraternal twins as a jumping off point for a discussion of race.  It will probably sell incredibly well.

 

Stopping the Panzers

Posted by Scott On March - 26 - 2018

The May/Jun 2018 issue of the Legion magazine is set to hit newsstands on April 30th.

Art Director Jason Duprau has created another “poster-quality” cover.  Lightly colorized archival image, bold type treatment, clean and focused feel, with strong central image, and a layered, 3-d effect, are all hallmarks.

 

New Yorker Body Shames Trump

Posted by Scott On March - 22 - 2018

The March 26th, 2018 issue of the New Yorker is generating a lot of buzz, both roars of laughter and twitter users denouncing “body shaming”.

Artist Barry Blitt has created a memorable and emotive illustration that is sure to help it sell.

Folks on the left seem a bit conflicted.  Sure, they say, fat-shaming is terrible and wrong, but in this case, well, he deserves it.

The irony of Fox News publishing this nugget is quite rich:  “While many critics chimed in with responses calling the image “disgusting” and “repulsive,” others accused the image of mocking the president for his physical appearance – which is generally frowned upon in the current cultural landscape.”

Some outraged Conservatives tweeted:  “Why is his weight relevant?”  Or “Imagine the s–t storm had Madame @HillaryClinton won and a magazine had decided to run a cover of her along these lines.”

Is it wrong to Fat Shame?  I guess it just depends.  But I’ll bet it helps sell this issue!

 

 

 

Toronto Life…Take the Quiz

Posted by Scott On March - 15 - 2018

Toronto Life had a pretty good year in 2017.  As always, some covers sold more than others.  See if you can guess which ones sold more or less.

Which of these 4 Covers was the best-seller in Canada in 2017.

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

 

Jan 2017                                     Feb 2017

 

Aug 2017                                    Nov 2017

 

Don’t Look Yet!

Don’t cheat!

Scroll Down for Answers…

Answers Below:

 

Answers:

#1.  Jan 2017…Best Stuff…sold 8,779 copies…best of year!  (Subject Matter Always a Hit with Readers)

#2.  Aug 2017…Sandwich…sold 7,595…3rd best of year.   (Food Almost always Works for TL)

#3.  Nov 2017 2017…House…sold 6,591 copies…7th for the year. (Solid Performer)

#4.  Nov 2017…Boy…sold 4,026 copies …worst of the year (Don’t bring me Down)

 

Best New Restaurants Issue Sizzles

Posted by Scott On March - 14 - 2018

The April 2018 issue of Toronto Life hits newsstands this week.  Their annual Best Restaurants issue is always highly anticipated by Foodies all over Ontario.  The Top 10 have been revealed today as a tease…

TORONTO LIFE’S BEST NEW RESTAURANTS 2018 (TOP 10)
1.
Skippa (379 Harbord St., Toronto)
2.
Aloette (163 Spadina Ave., Toronto)
3.
Bacchanal (60 Sudbury St., Toronto)
4.
Hexagon (210 Lakeshore Rd. E., Oakville)
5.
La Palma (849 Dundas St. W., Toronto)
6.
Labora (433 King St. W., Toronto)
7.
Kiin (326 Adelaide St. W., Toronto)
8.
Estia (90 Avenue Rd., Toronto)
9
Atlas (18 Dupont St., Toronto)
10.
Café Cancan (89 Harbord St., Toronto)

This year’s cover by Art Director Christine Dewairy, is mouth-watering indeed.

The Press Release adds:

The ranking is compiled and written by Toronto Life restaurant critic Mark Pupo and focuses on the must-hit restaurants that opened in the previous year.

“It’s so exciting to see the range of restaurants featured on our list,” said Sarah Fulford, Editor of Toronto Life. “Toronto is an amazingly vibrant, creative city and Mark’s recommendations reflect that.”

The magazine retails for $6.95.

50th Anniversary

Posted by Scott On March - 13 - 2018

The May 2018 issue of Horse Sport celebrates its 50th Anniversary…a major milestone for one of Canada’s oldest continuously published magazines.

Art Director Sieu Truong has created a stunning cover, which is both elegant and tactile. Gold foil will be used to give it extra pop. The over-sized format of 9 x 12 will help make this beauty hard to miss. It will be perfect bound.  8pt Cover stock. 144 pages thick.  This one is a keeper!

Circulation Manager, Karin Apfel says:

“Horse Sport, formerly known as The Corinthian when first published in May of 1968, is one of Canada’s oldest magazines still in circulation. The 50th Anniversary Issue (May 2018) celebrates it’s rare longevity with a special issue dedicated to both the history of equestrian sport and of the venerable magazine. A stunning collection of photos by Canadian equestrian photographers as well as editorial dedicated to the most exciting memories of the past half century.  It includes competition highlights, fashion, thoughtful commentary by top riders, and trends within the horse sport industry, which makes this issue the largest ever at 144 pages and an eye-catching 9” x 12” in size. Gold foil on the cover, along with a striking and artistic view of the animal at the focus of equestrianism, will ensure the issue will see high sales and also will be kept as a treasured keepsake.”

The cover price is being raised to $6.99 from $5.99 for this special issue.

Look for promotions at Chapters/Indgio, Coles/Smiths, and Loblaws.  It goes on sale April 23rd.

New Look Harrowsmith

Posted by Scott On March - 10 - 2018

The Spring 2018 issue of Harrowsmith hit newsstands March 5th, 2018.

Art Director Meredith MacKinlay has created a bold, hard-to-miss beauty.

This year’s Spring edition is no longer in digest form, but rather a 100-page thick glossy magazine in regular format.  The price has been increased by $1 to $6.99.

 

 

Red Baron

Posted by Scott On March - 9 - 2018

The Apr/May 2018 issue of Canada’s History is set to hit newsstands on March 26th, 2018.

Art Director James Gillespie has created another classic cover.

This is a magazine that has done really well with “illustrated cover images” as opposed to photographs.

Sometimes a real historical photograph simply doesn’t exist.

Thus proving Rule #1:  There are always exceptions to the rules!

Martha Stewart Living…Take the Quiz

Posted by Scott On March - 8 - 2018

Vogue had a tough year in Canada in 2017…with 11 of 12 issues posting losses.  Sales were down over 17% for the year.

As always, some issues did better than others.  See if you can guess which ones sold more or less.

Which of these 4 Covers was the best-seller in 2017 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

Martha Stewart Living had a challenging year in Canada in 2017, with only 1 of 10 issues posting a gain.  Martha was down 13% in 2017.  As always, some covers sold more than others.  See if you can guess which ones sold more or less.

Which of these 4 Covers was the best-seller in Canada in 2017.

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

 

Mar 2017                                      Oct 2017

  • Get #1 & #2 right…you graduate University
  • Get all 4 in order…Masters Degree

Nov 2017                                      Dec 2017

 

 

Don’t Look Yet!

Don’t cheat!

Scroll Down for Answers…

Answers Below:

Bonus Question:  Canadian House & Home magazine outsells Martha on Canadian Newsstands by:  1.  47%   2.  93%  3.  187%  4.  373%

 

Answers:

#1.  Dec 2017…Wreath…sold 13,096 copies at a 54.3% sell-thru…114% higher than the other 9 issues average sale!  (Seasonal Charm)

#2.  Oct 2017…Pumpkins…sold 10,379 copies at a 39% sell-thru…2nd best of the year (Seasonal Warmth)

#3.  Mar 2017…Couch…sold 6,520 copies at just a 21% sell-thru…6th best of 10 issues   (Sparse)

#4.  Nov 2017…Food…sold 5,206 copies at just a 19% sell-thru…worst of the year (Martha, you burned the chicken!)

 

Answer to Bonus Question:  Canadian House & Home outsells Martha Stewart Living by 373%.  Plus, it does so at a higher cover price, and has 12 issues a year compared to 10.

 

Vogue had a tough year in Canada in 2017…with 11 of 12 issues posting losses.  Sales were down over 17% for the year.

As always, some issues did better than others.  See if you can guess which ones sold more or less.

Which of these 4 Covers was the best-seller in 2017 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

Vogue Covers…Take the Quiz

Posted by Scott On March - 7 - 2018

Vogue had a tough year in Canada in 2017…with 11 of 12 issues posting losses.  Sales were down over 17% for the year.

As always, some issues did better than others.  See if you can guess which ones sold more or less.

Which of these 4 Covers was the best-seller in 2017 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

 

Mar 2017                                    Jun 2017

Sep 2017                                     Oct 2017

Don’t look yet!

Don’t cheat!

Scrowl down for Answers…

Answers below:

 

Answers:

#1  Sep 2017…125th Anniversary…sold 34,177 copies.  (And raised price to $9.99 from $5.99…a 67% price hike!)

#2  Mar 2017…Women Rule…sold 19,028 copies  (2nd best of year)

#3  Oct 2017…Fall Fashion…sold 11,945

#4  Jun 2017…Elle Fanning…sold just 9,775 copies

 

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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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