Covers Sell

Covers Sell

In Style…Not so Much!

Posted by Scott On April - 5 - 2018

Let’s face it, 2017 was a tough year for a lot of “A List” women’s service magazines.  It’s what I call “extreme volatility”.  Covers that might have worked fine a few years ago, just don’t get the job done today.

Case in point:  In Style was down 22% in Canada in 2017.  Yikes!  Plus, 11 of their 12 issues were down.  It’s tough out there.  The June issue was down 50% from prior year.  November was down 34%.  February down 32%.  October down 30%.

The one bright spot in 2017 was their January issue, featuring Sarah Jessica Parker…up 14% from prior year…and 3rd best of the year.  But did they learn their lesson?  Apparently not.  The January 2018 issue is down 30%!  I’m not sure who that child is, but it sure isn’t Sarah Jessica Parker.

It’s hard to succeed when your covers fight against you.





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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.



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