Covers Sell

Covers Sell

Country Living: “Creativity” issue Flops

Posted by Scott On April - 6 - 2018

“Extreme Volatility” is how I describe the newsstand environment these days.  Covers that once may have worked well-enough, now can be brutally punished.  So it’s more important than ever to get the cover right.

Case in Point:  Country Living magazine, who saw sales tumble 14% in Canada in 2017, with 8 of 10 issues posting declines.  At the top of the list of an avoidable self-inflicted mistake was the Sep 2017 cover that had a horse in the Kitchen (that’s normal right?), which resulted in loss of sale of 33%.  The previous year they had their Small Spaces themed cover in that time slot, which was the #1 seller in 2016.

But was the lesson (If it works, keep doing it) learned?  Apparently not.  Rather then go with their Makeovers themed cover, which was their #1 best-seller in 2017 in the Jan/Feb time slot, the decision was made to try a “Creativity” issue in 2018.  Result?  Sales down over 44%.

 

 

 

 

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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. www.circ3.com

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