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 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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