Covers Sell

Covers Sell

The Cover is Black

Posted by Scott On January - 12 - 2011

This fabulous cover from Toronto Life perfectly captures a mood, in a place in time.  It’s February.  The cover is black.  The days are short.  The heating bill is enormous. The Visa debt from Christmas is past due.  The Taxman is at the door.  And Rob Ford is the new Mayor.  People are frustrated and some are angry.

Typically, white covers tend to out-perform black…but I suspect this issue will easily out-sell previous February issues from the recent past.  Timing is everything sometimes.

The All Type cover asks the question (yes it is negative, but honest and timely) that is on many people’s minds. The little secondary question is the perfect teaser to “get the cover opened.”  Once inside, the eight page feature dazzles with tons of visuals and side bars.  The article is a brilliantly written first-person narrative, that is poignant, painful, honest and raw…and the ending may surprise you.

 And in case you needed a little pick me up…Best Winter Cocktails (flogged in the fab drop down box in the upper right corner) might  help cheer you up too.  It worked for me.

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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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