Covers Sell

Covers Sell

Timing is Everything for CB

Posted by Scott On July - 16 - 2012

The new issue of Canadian Business is one to watch.

So much of what often influences block-buster sellers is timing.  So, despite the fact that the RIM story is a bit, well, a downer, and the cover is black, the topic is certainly one that is generating tons of media coverage, has tongues wagging, and has stock holders clinging to the edge of their seats.

Art Director, John Montgomery says, “For our End of RIM story, we knew that we wanted a cover that would feel like a memorial for the company, and that it should be quiet and somber. Editor Duncan Hood started with the simple line: “Research in Motion (1984-2012).” The choice of black was decided upon immediately, and the eclipsed BlackBerry came from an early mock-up. Then we added the “It didn’t have to come to this” line to capture the regret and anger of seeing Canada’s largest tech company fall from such heights. Once that was completed, we realized that any additional cover lines would simply clutter the design. The choice to remove our usual red band in the name-plate was decided upon at the very last minute, but once we did that we knew that we had something very interesting for Canadian Business magazine.

Interesting indeed.  We will report back with a Check Up later in the year.

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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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