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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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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