Covers Sell

Covers Sell

Retro Cover Falls Short

Posted by Scott On March - 3 - 2015

check_mark_125x125Last May I posted Outdoor Canada‘s Summer 2014 issue along side the Summer 2013 issue as Cover of The Week.

I praised the gutsy move to test something different.  But pointed out that it was going to be tough to beat the results from the previous year.

Sure enough, the Retro approach for 2014 didn’t work.

Despite a draw that was increased by 11%, the Retro cover fell short by 21% compared to the prior year’s cover.

 

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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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