Covers Sell

Covers Sell

Risk Taking 101

Posted by Scott On February - 10 - 2012

The Spring 2012 issue of Fly Fusion is set to hit newsstands on February 20th.

The cover is, to say the least, unconventional.  Fly Fusion has never published a standard “fin and grin” cover so often favoured by their competitors.

Rather, Fly Fusion has opted for covers that are more artistic, or that celebrate the poetry and soul of the sport.   Historically, Fly Fusion covers have been more elegant and sophisticated than the average fishing-focused title.

However, this cover is arguably the most radical, edgy, funny, disturbing, or risky cover they have ever attempted. It’s the kind of cover guaranteed to get talked about.  Chances are you either love it or hate it…indifference or boredom are not optional emotional or intellectual reactions.  Will it sell or won’t it?  Time will tell.

Here’s what the publisher, Chris Bird, has to say:

What Makes An Epic Magazine Cover? We have stepped outside of our normal conservative style for the cover of our Spring issue. In the interest of full disclosure it is important to mention that the inclusion of this cover was not a unanimous decision – a normal requirement for all Fly Fusion covers. But the cover selections team in the end was unanimous on one truth – the origins of great magazine covers, regardless of genre, come from taking great creative risk.

This cover will either be a newsstand disappointment or it will be a notable success.  It most definitely won’t be middle of the road. Regardless, it feels good knowing that we have the creative freedom to take these risks from time to time. It is that creative freedom that makes Fly Fusion magazine what it is – relevant to today’s fly angler and, true to fly-fishing culture.

In an evolving magazine world where publishers have to work harder for ad dollars, do you think that safe is truly safe? Or does safe put you one step closer to obsolete?

So, what do you say?  Vote below.

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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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