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.

Sponsors

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. www.circ3.com

Twitter

    Photos

    Activate the Flickrss plugin to see the image thumbnails!