Covers Sell

Covers Sell

Great Canadian Covers 2011 (Hockey)

Posted by Scott On February - 21 - 2012

In the U.S., the celebirty category is suffering a slide in newsstand sales.  Here in Canada, it looks like our most celebrated stars are selling quite nicely, thank you very much.

The category had so many great covers, it was hard to limit myself to just two choices.

The launch of SportsNet magazine was arguably the biggest newsstand story of 2011…a very gutsy move.  So we tip our cap to Sportsnet for giving us this cover, which played to our national pride, in repatriating the Jets to Winnipeg.  The cover debuted on October 17th, 2011.

The Hockey News published this fabulous Draft Preview Special.  It sold 15% better than the prior year’s edition.  Plus efficiency improved by 5pts.

The Hockey News also published the Best Players of All Time Special  (see original prediction from Cover of the Week  

This issue is the best-selling SIP ever published by The Hockey News, and outsold last year’s special in this same time slot by 39%.  Plus, the sell-through improved by 15pts.  An incredible result.  Great One indeed.

And while there is no way of knowing how The Year In Sports SIP from SportsNet (it went on sale in December of 2011, at a $9.95 cover price) will pan out, I certainly love the cover treatmeant, and predict that it will score magnificantly as well.

And the winner is ....

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About Me

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.



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