Covers Sell

Covers Sell

Great Canadian Covers 2011 (SIPs We Loved)

Posted by Scott On February - 29 - 2012

There were a few other SIP’s that turned in some eye-popping results in 2011.

Maclean’s William & Kate (The Royal Wedding) Special was a spectacular success.  The issue had a retail price of $9.95 and sold over 91,000 copies at a 75% sell-through efficiency.  That’s insanely good.

Vancouver Magazine’s City Guide turned in an amazing performance.  The issue had a retail price of $9.99 and sold over 9,000 copies at a 52% sell-through efficiency.  It outsold the previous year’s Guide by 190%, making this their best-selling City Guide ever.  Very impressive.

Style at Home’s 100 Best Designer Secrets Special was a big success.  The issue had a retail price of $7.99 (up from their $5.50 regular price) and sold nearly 54,000 copies at a 45% sell-through efficiency.  This was their best selling issue of 2011, both by units sold and by revenue.  Nice addition to the line-up!

Legion WW1 Special had a retail price of $14.95.  This was the first-ever SIP for the title.  It sold 5,659 copies on a draw of 12,650, for a 45% sell-through efficiency.  The title grossed $84,602 retail dollars.  It was honoured with a Bronze award at the 2011 Canadian Newsstand Awards in the SIP category.  (Full disclosure:  a client of

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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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