Covers Sell

Covers Sell

WW1 SIP Victorious

Posted by Scott On August - 12 - 2011

Legion Magazine, Canada’s third oldest continuously published magazine (May 1926), published their first ever Special Interest Publication, a bookazine on WW1 last Fall.

It was aggressively priced at $14.95, compared to the normal rate of $5.95.  The issue was perfect bound, oversized trim, UV coated, on 100lb cover stock.  The magazine carried no advertising. The issue sold 5,659 copies on a draw of 12,650 copies, for a 45% sell-through efficiency.  This was 741% better than a normal issue.

Shoppers Drug Mart achieved a 67% sell-through efficiency, Wal Mart achieved a 54% efficiency, Loblaws achieved a 67% efficiency, International News achieved a 59% efficiency.

The new WW2 SIP is scheduled to come out this Fall. Here’s a sneak peak.

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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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