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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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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