Covers Sell

Covers Sell

Archive for June, 2018

Dressage Issue

Posted by Scott On June - 29 - 2018

The August 2018 issue of Horse Sport is set to hit newsstands on Jul 23rd, 2018.

Art Director Sieu Truong has created a high-impact yet elegant cover. The cover makes great use of the skybar area to flash focus on dressage, while still packing in seven additional hooks to draw in readers.  The alternating use of red and black keeps the color pallet simple and sophisticated, and helps the eye navigate the cover effortlessly. Strong, simple, benefit-oriented sell lines work hard.  The cover retains an uncluttered and upscale feeling, with the horse and happy rider remaining the central focus.

 

Dust Bowl

Posted by Scott On June - 28 - 2018

The Aug/Sep 2018 issue of Canada’s History features a cover story on the famous Dust Bowl from the Great Depression era.

Art Director James Gillespie has created another high-impact cover that’s going to be hard to miss.  The cover features an iconic image of a desperate farmer, as he watches his top soil blow away in the wind.  The bold and aggressive graphic treatment works hard to make it clear what we are selling.  The clean and uncluttered look creates a “poster like” quality. This allows the other 4 teaser hooks to be easily seen and navigated by the newsstand browser.

 

Say Yes to That Dress…Weddingbells Reveal

Posted by Scott On June - 26 - 2018

The Fall/Winter 2018 issue of Weddingbells is now ready for its big reveal…and it looks glorious.

“Stories to watch for include “Viva Las Vegas,” a colourful fashion editorial that redefines the idea of a glittery and glam Vegas wedding; chic hair inspo taken straight from the fashion runways for creating the coolest updos; décor ideas to suit every celebration from traditional to modern; an eight-page photo feature showcasing gowns with unique texture, silhouettes and design details; and our ever-popular and always-anticipated real wedding coverage highlighting the most beautiful Canadian weddings and destination weddings submitted by Canadian readers,” says Alison McGill, Editor-in-Chief.

Pushing the Royal Wedding trends is a smart move.

The issue goes on sale June 28th.  It sells for $8.95.

Look for this one to sell.

 

 

Time Cover Shames Trump (But Now Fake News)

Posted by Scott On June - 22 - 2018

The July 2nd, 2018 issue of Time magazine is a great example of the power of a great magazine cover.

The image of a two year old Honduran girl in tears (taken by Pulitizer Prize-winning photographer John Moore) has been photo-shopped into an ominous image of President Trump looming over her.  The headline, Welcome to America, sums things up in three short words, and creates a powerful and emotional reaction.  If you google the cover, Time, CNN and the Huffington Post comes up pushing the magazine.

UPDATE:  The Washington Post reports that the cover image used to vilify Trump is “Fake News.”  The Washington Post reports that, “the father of the girl confirmed to The Washington Post Thursday night that the child and mother were not separated.”

The story goes on to say that, “In Honduras, Denis Javier Varela Hernandez recognized his daughter in the photo and also feared she was separated from her mother, he told The Post.  But he learned this week that his wife and daughter were not, in fact, separated. The mother, 32-year-old Sandra Sanchez, was detained with her nearly 2-year-old daughter, Yanela, at a facility in McAllen Tex., Varela said.”

It turns out that the mother of four abandoned her other three children, left without telling her husband, and paid a human smuggler or “coyote” $6000.   The Post goes on to say that, Time magazine’s story, recounting the Pulitizer Prize-winning photographer John Moore’s experience at the border,  initially stated the girl was carried away screaming by border agents,” but have now admitted that that was incorrect.

The controversy swirling around the cover as “fake news” will only help it sell more copies.

 

 

Canada’s History posts Record Year on Newsstand

Posted by Scott On June - 14 - 2018

Canada’s History magazine posted their best year ever in 2017 at the newsstand.  Editor, Mark Reid; Art Director, James Gillespie; Danielle Chartier, Circulation Director; and Publisher Melony Ward please take a bow.

The list of accomplishments is impressive:

  • Total copies sold were 31,250…up 12% from prior year
  • Revenue was up 15.7%
  • 5 of 6 issues were up compared to prior year
  • 3 of 6 issues were new all-time Record Breakers for their time slots

Some notable achievements with retailers:

  • Sales at Shoppers Drug Mart up 12%
  • Sales at Wal Mart up 24%
  • Sales at Presse Commerce up 20%
  • Sales at Hudson up 35%
  • Sales at SaveOn/Overwatie up 46%
  • Sales at London Drugs up 84%

The Record Breaking Covers are:

  • Feb/Mar 2017 (Sitting Bull) Best Ever in this time slot
  • Apr/May 2017 (Vimy/Montreal split cover) Best Ever in this time slot
  • Jun/Jul 2017 (Big Questions/Expo split cover) Best Ever in this time slot

The other 3 covers in 2017 are:

  • Aug/Sep 2017 (Dieppe) 3rd best ever in this time slot
  • Oct/Nov 2017 (Timber) 3rd best ever in this time slot
  • Dec/Jan 2018 (Trains) 2nd best ever in this time slot, and 2nd best ever of all time slots

Small Shop 2018

Posted by Scott On June - 4 - 2018

The Jun/Jul 2018 issue of Canadian Woodworking is now on sale.

This time slot features the annual Small Shop theme, which is always a strong seller.

Rule #30:    If it works, keep doing it

Art Director Jonathan Cresswell-Jones has used a large red box to help highlight the main sell.  The sky bar includes 4 different hooks to entice the reader, and the Free Poster is an added bonus.

Canadian Woodworking is on a major roll:

13 of the past 15 issues posting substantial gains.

  • 2016 sales up 49%
  • 2017 sales up 21%
  • The Dec/Jan 2018 issue is up 94% and was a Record Breaker (best sale ever!)
  • The Feb/Mar 2018 issue is up 50%

This Canadian gem is one to watch!

 

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!