Covers Sell

Covers Sell

Making Lemonade

Posted by Scott On April - 9 - 2010

When a major retailer refused to take delivery of Maisonneuve, citing concerns about some black and white photography deemed to be objectionable, the award-winning literary magazine was faced with a crisis. The on sale date was going to be delayed at best, and sales were seemingly doomed.

Rather than give up, we decided to make lemonade out of a lemon. It was probably the most stressful, but fun project Derek and I ever worked on.

The magazines were quickly returned to the distributor, and a provocative, daring, bold, and risky polybag was created, and the magazines were rushed back to newsstands. Ironically, the chain that originally rejected it, completely sold out of it. Result? One of the best-selling issues in Maisonneuve’s history.

It was also named Cover of the Year 2007 at the National Newsstand Awards.



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About Me

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.



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