Covers Sell

Covers Sell

Canadian Living’s New Look

Posted by Scott On July - 22 - 2013

Canadian Living is debuting a new look with their September 2013 issue.

The new logo has beefed up in size and impact.  The sky-bar area is working much harder with three strong hooks. The main sell line is up top, not down low like so many fashion magazines.  Bold use of the number 30 adds quantity to the quality.  Good positioning of the starburst button.  And love the tag line and treatment.

It’s great to see such a legendary brand not afraid to shake things up!

Check out that special “TRY ME” price of $2.99.

Bonus:  Every issue will have 4 covers…The Food cover will always be the lead, but each cover has a unique advertising opportunity (Fitness, Fashion, Home).

Here are some additional comments from the editor:

Let’s start with the brand new logo: The masthead is a take on Corinthian Bold and we love the strong simplicity of the single line with the tagline nestled below but getting to this simplicity wasn’t that easy. We felt strongly that both “Canadian” and “Living” were words too long for one line so we played with at least 25 different ways of stacking them: we tried both words at different sizes, different weights, in all caps, in all lower case, right justified, left justified, and more. After all of these combos, we had a favourite but when we showed it to our publisher Caroline Andrews, she wasn’t so convinced and asked us to try both words on one line. “Ridiculous” we chimed after she left but dutifully tried it anyway and got carried away for hours. We played with a skybar, main lines and big numbers and it all started to come together. By about 11:00 PM that night we knew Caroline was right (go figure, she has 24 years of experience in the business) and we had several one-line options to show her but had narrowed them down to two favourites. In the end, our cover team all agreed on this new logo and we brought the template into the studio to overlay as we were shooting our food features.

We’ve been talking about this Refresh of Canadian Living for months now and we knew to do it successfully, we had to nail our cover image so we asked for help. We polled a targeted group of Canadian Living readers and newsstand buyers and asked them to pick their favourite of four potential covers. In this survey we were also able to discover which image and which cover lines generated the highest preference and appeal.

The Smoked Salmon Pizza cover was the resounding winner and the test group loved our main sell line as much as we did: 30 days of easy, healthy & delicious recipes!

 Sidebar: There are four exclamation marks on the front and we know that’s a lot (“too many” says our copy editor Jill Buchner) but we’re just so excited about these stories and couldn’t help ourselves. 


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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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