Covers Sell

Covers Sell

Iconic Marilyn Cover Sells

Posted by Scott On February - 22 - 2011

You may recall that three months ago we featured the November issue of Vanity Fair as the Cover of the Week.  Everything about this cover screamed success.  VF had done a similar Marilyn Monroe cover in October 2008, which had been a big winner…the second best-seller that year and 28% better than the 2008 average. Impressive.  Vanity Fair knows a good thing when they see it, and is not afraid to keep working what is working on the newsstands.

The results on the November 2010 issue have now been reported by the Audit Bureau of Circulation:

  • This cover sold 10% better than the average VF issue in 2010.
  • It sold 96,000 more copies than from the same time slot last year (Penlope Cruz)
  • Therefore sales from this time slot improved by 31%

While Icons sell, it should be noted that VF’s Angelina Jolie cover (August 2010) was the best-seller of the year, moving 502,000 copies, or 97,000 more copies than Marilyn Monroe…24% better than Marilyn and 36% better than the 2010 average.

Angelina now holds the record for the best-selling August issue in the decade for Vanity Fair.  Exquisite cover yields exquiste results.

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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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