Covers Sell

Covers Sell

Lil Wayne in Triplicate

Posted by Scott On August - 31 - 2011

One rule of newsstand success is:  If it works, keep doing it.  If it stops working, tweek it again to make it work.

RollingStone gets it.

The April 16th, 2009 issue, Lil Wayne Goes Rock, sold 119,827 copies, according to ABC statistics.  Only four other covers, of the twenty-four published that year sold better.

So, on February 18th, 2010, RollingStone came out with, Lil Wayne Goes to Jail.  It sold 115,191 copies.  It was the best selling issue in the June 2010 ABC statement, and 12% better than the overall average for 2010.

So, on February 3rd, 2011, RollingStone published, wait for it,  Lil Wayne Gets Out of jail.  It sold 94,078 copies.  Of the twelve issues in the first half ABC statement, it was the 4th best.  It beat the overall average by 5%.

I blogged about this cover as the Cover of the Week:  http://www.coverssell.com/?p=3071

Click on images to enlarge them.

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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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