Covers Sell

Covers Sell

Texas Monthly Dec 2004

Posted by Scott On June - 7 - 2010

This classic Food cover exemplifies the concept of Radical Clarity.

Rule #23:  The 3 second Rule
Rule #24:  Always ask “What are we Selling?”

In less than 3 seconds you get what this cover is selling. Red Pepper (image) + Mexican Food (2 simple words) = Must Buy!

This issue was by far the top selling issue in 2004. It sold 41,400 copies at a stunning 69% sell-through efficiency. The other 11 issues that year averaged 29,976 copies sold. So this classic outsold the average by 11,424 copies or 38.1% better. An amazing accomplishment, considering how good most Texas Monthly covers truly are, and how loyal their readers are too.

Texas Monthly Dec 2004, is it Hall of Fame worthy?

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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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