Covers Sell

Covers Sell

CHECK UP: Style at Home White Cover

Posted by Scott On October - 2 - 2010

Back on June 29th, 2010, I posted Style at Home’s July issue as Cover of the Week. I loved it because it was different, and took some risks.  I recently bumped into Bernie Menchise, Style at Home’s National Distribution Manager, who informed me that the cover was a winner.

“Our July 2010 issue is forecast to finish at 41,700 copies sold, which will be a 17% sales lift over last year, ” said Menchise.

The issue sold 6,110 copies more than the July 2009 issue (+17%); 5,489 copies more than July 2008 (+15%); and 9,879 copies more than July 2007 (+31%).

2010    41,700

2009    35,590

2008    36,211

2007    31,821

 

 

“We are delighted – but not surprised – to see that our July issue reached a record high in newsstand sales. Summer is traditionally a low time for décor magazines on newsstand, but we knew we had a winner with this dynamic, unique all-white cover.  We new it was risky and unique, but my gut said it would work.  Like they say: no risk, no reward,” said Caroline Andrews, Publisher

“Our July 2010 cover was designed to be fresh and appealing. I wanted to do something unexpected that would cause newsstand buyers to take notice. We went with an all-white cover and chic palest of pink to stand out from the cacophony of colour that is always on newsstand.  The room on the cover was produced in-house by our Senior Design Editor Margot Austin, said” Erin McLaughlin, Editor-In-Chief

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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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