Covers Sell

Covers Sell

Loving Linda

Posted by Scott On September - 27 - 2012

The November 2012 (35th Anniversary) issue of Fashion magazine is absolutley breath taking.  This is a cover sure to sell.

The cover features Linda Evangelista, the iconic Canadian supermodel. What a great way to celebrate a birthday! 

There are just so many ways this cover nails it.  And when you get so many things right, it creates the feeling of a classic, timeless poster-worthy keeper.

  • White background
  • Clean and Uncluttered
  • Gold Logo
  • Big Bold Type
  • Iconic Super Model
  • Use of blessed words, Exclusive and Special
  • Great Eye Contact
  • Radical Clarity
  • Love the “hand signed note” touch

Here’s what Editor-in-chief Bernadette Morra had to say about the cover process:

 “This cover had to communicate a number of things – FASHION’s 35th anniversary, our stature as Canada’s #1 high fashion and beauty magazine, and our mandate of bringing the international world of fashion home. The first was easy: an oversized 35 years in the upper left sell position and very few other cover lines. For the second we knew we wanted a Canadian model, someone who would truly make this a collectible cover. Who better than fashion icon and St. Catherines native Linda Evangelista? She has a long history with our magazine and was thrilled to participate in this special issue. Linda’s global profile and her dress by Lanvin, one of the hottest collections in Paris, do an excellent job of bringing the international world of fashion home.
Finally, we needed something that would distinguish our anniversary issue from everything else on the newsstand. I remembered a signed T-shirt with her picture that Linda had given me years ago. So I asked her if she would autograph our cover. Luckily, she loved the idea and was happy to oblige.”

The issue goes on sale October 8th.  Cover price $5.50

From the Press Release:

A few quotes from our interview with Linda…

On maintaining her privacy:

“I really like just to do covers and do the beautiful editorials,” she says. “I like to pass on the interview part.” 

 On recognizing the downside of the digital age and its detrimental effect on fashion photography:

Instead of taking the trouble to get things right as a picture is being taken, often the effort is left to post-production. “I have pictures that I did with Steven Meisel that were not retouched…we held eight reflectors if we had to make the light perfect. They didn’t have to erase a shadow or bag or wrinkle or pimple.”

 On her workout regimen:

“I have a trainer. I do spinning. I do cross-training. I do weightlifting. I do my Power Plate. I do my rebounder trampoline. I do my rowing machine. And I play sports.” 

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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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