Covers Sell

Covers Sell

Great Canadian Covers 2011 (Fishing)

Posted by Scott On February - 24 - 2012

Lacrosse may be our official game, and Hockey may be the sport most Canadian’s care about, but Fishing and Canada kind of go together like a cold beer and poutine.

The Winter 2011 issue of Fly Fusion (full disclosure: a client of mine for the past two years) was a winner, both in Canada and the United States.  This premium-priced ($7.95) perfect-bound quarterly continues to set new records for sales.   The “Macho Man” cover is the best-selling issue ever in the magazine’s six-year history.  It beat last year’s issue (which was also a record breaker at that time) by 24%, plus efficiency improved by 12pts too.  The cover won the Gold at the Canadian Newsstand Awards 2011.

The Ontario Out of Doors Fishing Annual 2011 was a winner too.  This fabulous cover sold 43% more copies than the 2010 edition.  Sporting a new look and a re-worked distribution, this premium-priced issue ($6.95)…up $1 from prior year…increased newsstand revenue by 67%.  I’m hooked.

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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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