Covers Sell

Covers Sell

Best-Seller Ever in 80 Year History

Posted by Scott On October - 28 - 2011

After completing a comprehensive “data scan” analysis of Canadian Geographic’s historic newsstand sales performance, it was time to put the findings to the test:  The 80th Anniversary issue…December 2009.

Dec 2009

Our Goals Included:

  • Create a classic and timeless cover to celebrate Anniversary
  • Create a Cover that symbolises Canada’s natural wonder
  • Create a Cover with a Top Predator…a successful theme for Canadaian Geographic
  • Invest in Gold Metalic Ink (5th Colour)
  • Offer deluxe Map premium to lift response
  • Use Cover Slash to lift response
  • Use top “real estate” to draw attention to Special Anniversary Issue
  • Promote aggressively at retail
  • Raise Cover Price from $6.95 to $7.95…a 14.4% hike
  • Sell More Copies than any issue ever published

Do Covers Sell?  Let’s check the Results?

  • On a draw of 54,725 copies, we sold 29,164, for a 53.3% efficiency
  • Best Selling Issue ever achieved in 80 year history (or 480 previous covers)
  • Sold 21% more copies that the December 2008 issue, and revenue increased by 38%
  • Beat the average of the other 5 issues that year by 16,812 copies…an 137% increase in units and
  • Gross newsstand revenue increased to $231,480, compared to $85,520 average on the other five issues…an increase of $145,960 or 171%
  • Winner of the ACE Award for best Retail Performance 2010
  • Winner of the Silver Award at Canadian Newsstand Awards 2010
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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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