Covers Sell

Covers Sell

Canada’s History

Posted by Scott On March - 28 - 2010

After ninety years as The Beaver, the re-branded April/May 20010 issue debuted on newsstands March 29th, 2010 as Canada’s History.

The re-launch attracted lots of media attention, including a joke on the Jay Lenno show, a skit on the Colbert Report, and a feature in Maclean’s.

Distributed by Disticor Direct, newsstand sales of this magazine have increased dramatically.

As the product and covers improved, as newsstand dealer expansion was built, as marketing initiatives were executed, newsstand sales responded:

• In 2005 newsstand unit sales increased and revenue increased by 69%
• In 2006 newsstand unit sales increased by 66%, and revenue increased by 87%
• In 2007 newsstand unit sales increased by 15%, and revenue increased by 19%
• In 2008 newsstand unit sales increased by 99% and revenue increased by 138%

The cumulative growth curve over this four-year period was a 540% increase in units sold, and a 796% growth in newsstand revenues.

With a bold and gutsy new look, the magazine is poised to continue its ascendency.

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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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