Covers Sell

Covers Sell

And the Verdict is…

Posted by Scott On March - 28 - 2010

According to ABC statistics, the May 2008 re-do of the classic sold 89,957 copies. Only one other issue in 2008 sold worse.
We never forget our first kiss. It is a special moment, set in a particular time and place. To recapture it and reproduce it is not easy, it seems.

Quote from George Lois Tells the Stories Behind His Twelve Favourite Classic Esquire covers
Woman Shaving, March 1965

“You could smell the women’s movement building at that point, I could feel it in my wife, even, though it was pre-Friedan, Pre-Steinem, Pre-Abzug. There was an article in Esquire called ‘The Masculinization of the American Woman’ — it sounded more negative than it was, but the point was well taken. It was saying the American women were growing balls. To me it was a no-brainer; I’d just get a beautiful woman and have her shaving. I wanted a blonde, and I tried to get Monroe, I tried to get Kim Novack, but they wouldn’t hear of it. I’d explain that I wanted her shaving, and their business managers said to me, ‘Are you crazy?’ Finally we got Virna Lisi, the Italian actress. And we did this beautiful shot. When the cover came out, it was a big hit. A lot of women were arguing about it.”

Marilyn Monroe Shaving

One Response to “And the Verdict is…”

  1. You wouldn’t believe it but I’ve wasted all day digging for some articles about this. You’re a lifesaver, it was a great read and has helped me out to no end. Cheers,

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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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