Covers Sell

Covers Sell

Vanity Fair: They Do

Posted by Scott On May - 25 - 2018

Like many U.S. magazines in Canada, sales were tougher to come by in 2017.  Vanity Fair actually did better then many of the other top brands, with sales slipping 13% overall.  Only 3 of 12 issues posted gains in their respective time slot in 2017 vs. 2016.

The second-best seller of the year was the Oct 2017 issue, featuring Meghan Markle on the cover.  It sold 30,015 copies at an impressive 40% sell-through efficiency.  The average sale on the other 11 issues was 20,974 copies, so Meghan was up 9,041 copies or 43% compared to the other issues last year…that’s noteworthy!

That success must have made the decision to feature the happy Royal Couple on the cover of their June 2018 issue quite simple.

 

 

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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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