Covers Sell

Covers Sell

Raise Cover Price?

Posted by Scott On October - 2 - 2015

check_mark_125x125The question a lot of circulators and publishers ponder this time of year is whether or not to raise cover price.

Here’s a case study you may wish to consider.

Outdoor Canada produces a fabulous Hunting Special (SIP) each year.  The cover designs are always first class.  In 2014, they raised the cover price from $6.95 to $7.99, an increase of $1.04 or a 15% increase in the retail price.

So, how did that play out?

  • In 2012, the Hunting Special sold 19,145 copies at $6.95, for a total gross revenue of $133,058.  (Personally, I like this cover the best).
  • In 2013, the Hunting Special sold 18,662 copies at $6.95, for a total gross revenue of $129,700.  That was a variance of just 483 copies or 2.5%.  Still a great performance.
  • In 2014, the Hunting Special raised the cover price to $7.99, and sold 17,676 copies.  That’s down 986 copies or 5.3%.  However, gross revenue was $141,231, for a revenue gain of $11,531 or 9%.

Clearly, this trusted brand still has a loyal following, who appreciate the quality of the magazine, and are prepared to pay for it!

Covers in sequence (2012, 2013, 2014 and the new 2015 edition, which went on sale August 24th 2015):

2012 Special2013 Special

 

2014Special2015 Special

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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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