Covers Sell

Covers Sell

Canadian Business Cover Claims: Sex Isn’t Selling!

Posted by Scott On September - 9 - 2010

This fabulous cover (another gem produced by Jason Logan) is a great example of how to art direct a sensitive subject–tackle it head on.

Canadian Business has taken on controversial subject matter, and given it a clean, uncluttered, and compelling twist. They’ve taken some risks (love that sub head) and done it in a way that is both sexy and sophisticated.

Senior writer James Cowan was given the compelling writing assignment.

Logan’s less-is-more approach deftly juggles at least 5 of my 30 major rules for newsstand success:

Rule #2:  Subject Matter Matters
Rule #6:  Be Controversial
Rule #9:  Clean over Cluttered
Rule #16:  Take Some Risks
Rule #20:   Be Sexy

Logan says,  “For a cover like this to sing it really helps to start with a fascinating article, great editor, forward-looking publisher, and art team that can make it happen fast.”

Obviously, Logan also understands that Teamwork Matters too.

My prediction?  This Cover Sells.

One Response to “Canadian Business Cover Claims: Sex Isn’t Selling!”

  1. Alan says:

    Great cover but I have two issues:
    What is going on with the shadows??

    and the font for the smaller lines is too condensed for my liking especially when it need not be.

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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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