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Covers Sell

Re-Design for Canadian Woodworking

Posted by Scott On October - 13 - 2017

The Dec/Jan 2018 issue of Canadian Woodworking has a fresh new look.  Publishers Linda and Paul Fulcher commissioned K9 Strategy + Design to assist with the project.

Norm Lourenco, Creative Director at K9 Strategy + Design said this:

“Our main goal with this project was to develop a masthead logo/wordmark that would stand out against its competitors – a challenge when working with long titles. We worked hard to find the right balance that would accommodate the variety of different sized projects that are regularly featured on the cover and at the same time allow the masthead to stand out.”

Here’s what Publisher Linda Fulcher has to say about the magazine and the re-design:

“Canadian Woodworking and Home Improvement Magazine was awarded Magazine of the Year in 2017 by the CMC for outstanding circulation growth, and is continuing to expand its presence on the newsstand with the addition of over 1,000 stores for the DecJan 2018 issue.

The brand is celebrating the newsstand growth with a redesign to the cover that will present a cleaner bolder logo. The new logo reflects the brand’s ongoing commitment to the primary woodworking focus and highlights the new home improvement editorial and advertising content.

The redesign is in concert with a recent editorial survey indicating high reader satisfaction with the woodworking content and revealing that interest in home improvement DIY projects has grown from 36% in 2008 to 67% in 2016.

The magazine recently added 8 pages to include the expanded home improvement content while still maintaining the number of pages dedicated to its core woodworking focus.

In addition, Canadian Woodworking and Home Improvement has expanded the trim size from  8.125 x 10.625 to 8.625 x 10.875!  That’s a 1/2 inch more space to feature photos and illustrations for the woodworking and home improvement projects. The expanded trim size will also provide advertisers with more room to feature products and services.”

  • Over the past five years, the brand has seen growth year-over-year in advertising revenues, editorial content, and has doubled both circulation revenues and website traffic.
  • 11 of the past 12 issues have posted newsstand sales gains.  Up 49% in 2016.  Up another 22% in the first half of 2017.
  • With the expanded newsstand presence, bolder logo and larger format, the publication is positioned to enjoy continued growth in 2018.
  • The cover price is being raised from $5.95 to $6.97, an increase of 17%.

Some Recent Issues before the Re-Design:

 

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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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