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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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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