Covers Sell

Covers Sell

Fly Fusion Wins Gold

Posted by Scott On October - 28 - 2011

Fly Fusion is a quarterly fly fishing magazine aimed at enthusiasts.  Published out of their Calgary office since 2006, the magazine has attracted a passionate and fiercely loyal following.   Fly Fusion also sells extremely well on U.S. newsstands, a rare feat for a Canadian-based publication.

Having achieved our primary goal of becoming the #1 Fly Fishing title in Canada early in the year, our focus shifted to maximizing newsstand profitability.  The objective with this cover was to make the “Macho Man” cover so compelling, that we could cut back on retail promotions entirely, drastically cut back on our printing and shipping costs, still sell more copies and do so more efficiently.  A tall order and risky strategy perhaps, but…

 

Results:

Best Selling issue ever!  This issue sold more copies than any of the previous 21 issues published since launching in 2006

 

This record-breaking unit sales result was achieved despite cutting the draw by 5,520 copies or a 33% reduction to the draw in Canada

This issue sold 4,560 copies in Canada, on a draw of 11,240 for a 41% sell through.  The same issue last year sold 4,368 copies on a draw of 16,760 for a 26% sell through

This issue had the best sell-through efficiency ever achieved since launching in 2006

 

This issue proves that the power of a great brand, great subject matter, and an outstanding cover can result in the most profitable outcome ever!

The issue was named the Gold Winner at the 2011 Canadian Newsstand Awards (Sports & Leisure)

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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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