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Covers Sell

Swimsuit Issue 2016

Posted by Scott On September - 1 - 2016

check_mark_125x125The 2016 Swimsuit Issue from Sports Illustrated went on sale February 22nd, 2016. It seems that every year the bikinis get smaller and smaller, and yet so do the sales, at least in Canada.

The 2016 issue sold 29,699 copies at a 29.2% sell-thru, compared to 33,059 copies at a 28.7% sell-thru in 2015.  That’s a drop of 3,360 copies or 10% less.  The draw was cut by 13,720 copies or 12%.  Looks like cutting the draw resulted in cutting the sale.

The cover price is $8.99 in Canada. It was $7.99 back in 2013.

  • The 2014 issue sold 50,800 copies, on a draw of 132,861, for a 38.3% sell-thru.
  • The 2013 issue sold 48,012 copies, on a draw of 147,173 copies, for a 32.6% sell-thru.
  • The 2012 issue sold 57,734 copies, on a draw of 156,543 copies, for a 36.9% sell-thru.

2016

 

2015 (Small)swimsuit2014

 

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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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