Covers Sell

Covers Sell

Cosmo’s Bad Date Again

Posted by Scott On April - 6 - 2018

In this era of “extreme volatility” many “A List” women’s service magazines are taking a beating.  Even the great Cosmopolitan isn’t immune.

In 2017 all 12 issues of Cosmo were down in Canada…and for the entire year they were down a depressing 29%.

But it seems that even the pros in New York can make the same mistake two year’s in a row.

The Nov 2016 issue (Date Smarter) was down a staggering 47% from the prior year’s issue…making it the worst of 2016.

But yet, despite that spanking, the Nov 2017 issue returned to the same subject (Dating Now), which was down 46% from the previous year’s abysmal number.  That made it the worst of the year as well.  And it sold-thru at a humiliating 15.8%.  I believe this is the worst-selling issue ever in Canada.  I looked back 5 years and nothing else even comes close.

When the data speaks to you, don’t ignore it and repeat the same mistake over again. You’re just fighting yourself.

 

Nov 2015:  Sold: 68,548

Nov 2016:  Sold 36,141

Nov 2017:  Sold 19,456

 

 

 

 

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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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