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’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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