Covers Sell

Covers Sell

Bottoms Up

Posted by Scott On April - 28 - 2012

For those of you, like me, who look forward to a Friday night glass of wine, and a good magazine to curl up with, here are two recent covers from the Wine Spectator that are noteworthy.

Wine Specator has been doing their annual Top 100 Wines cover for years.  And it is almost always an “all type” no image approach. 

According to their ABC report, this fabulous cover sold 84,466 copies.  This represents a lift in sales of 56,578 copies or 203% better than the average of  the other eight (8) issues in the December 2011 rate base period. 

Don’t be affraid of “all type” treatments.  I love the white background, the gold frame, and even the cover slash. It is clean, unclutterd, benefit-oriented and elegantly rendered.   Rule # 2:  Subject Matter Matters.   I’ll drink to that!

And of course, Wine Spectator also does gorgeous covers with photography too, like this winner from December 15th, 2011, which sold 31,635 copies, or 16% better than the average of the others in that rate base period (leaving aside the Top 100). 

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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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