Covers Sell

Covers Sell

Did You Know that Cover Prices…

Posted by Scott On November - 4 - 2016ADD COMMENTS

news_green-125x125At a recent newsstand seminar, (the MBR Conference at the Old Mill, on October 25th) Glenn Morgan, CEO of Coast to Coast, and Craig Sweetman, presented some interesting findings from the recently completed 2015 CTC Boxscore.

The CTC Boxscore looks at 3,091 English language magazines sold in Canada.

Did you know that the average price of a magazine in 2015 was $6.26 cents, up from $5.45 in 2012?  An increase of 14.9%.

If you haven’t considered a price increase recently, it may be time to do so.




New Fly Fishing Covers

Posted by Scott On November - 3 - 2016ADD COMMENTS

Checkout the latest covers for Southwest Fly Fishing, Northwest Fly Fishing and Eastern Fly Fishing.

The publisher, Steve Cole, moved his 3 regional titles from a U.S.-based distributor to Coast to Coast effective with the Jan/Feb 2015 issue.

  • Since then 7 of 10 issues have posted gains on the Southwest edition in the USA.
  • Since then 8 of 10 issues have posted gains on the Northwest edition in the USA.
  • Since then 9 of 10 issues have posted gains on the Eastern edition in the USA.

We have expanded dealer coverage considerably, and Art Director Jon Luke has been turning out great covers.  A great team effort.




Did You Know…

Posted by Scott On November - 3 - 2016ADD COMMENTS

news_green-125x125At a recent newsstand seminar, (the MBR Conference at the Old Mill, on October 25th) Glenn Morgan, CEO of Coast to Coast, and Craig Sweetman, presented some interesting findings from the recently completed 2015 CTC Boxscore.

One factoid in particular was a real eye-opener:

In 2015 close to 55 million copies of English language magazines were sold on Canadian newsstands through the mass market wholesaler network.  So this obviously doesn’t include any French language magazines sold in Canada, nor any copies sold through the Direct-to Retail channel, both of which are considerable.

Assuming a 12 hour shopping window per day (9am to 9pm) here’s how that 55 million copies breaks down…

  • In this country 3.6 magazines are sold every second.
  • In the next minute over 200 magazines will be sold in Canada.
  • In the next hour close to 13,000 magazines will be sold on Canadian newsstands!
  • In the next day over 152,000 magazines will be purchased by Canadian consumers!
  • In terms of total retail dollar sales, almost $1 million a day of magazines are sold in Canada.

Pretty impressive, eh?


Winter Cover Dazzles

Posted by Scott On November - 1 - 2016ADD COMMENTS

The Winter 2016 cover of Prairies North is scheduled to hit newsstands on November 21st, 2016.

This cover, by Art Director Lionel Hughes, captures the dazzling light of a Prairie landscape.  The magazine’s newsstand sales spike when covers speak to the “love of the land” theme.





Winter 2016 Creative Scrapbooker

Posted by Scott On October - 21 - 2016ADD COMMENTS

The Winter 2016 issue of Creative Scrapbooker is scheduled to hit newsstands on November 27th, 2016.

The cover price has been raised to $12.99 from $11.99, an increase of 8.3%.

We started distributing to in the USA this year…and:

  • On the Spring 2016  issue it sold thru at an amazing 52%.
  • On the Summer 2016 issue it sold thru at an even better 58%
  • We’ve increased the Fall 2016 USA distribution by 148% to expand our reach

The magazine is 148 pages thick, perfect bound, with a trim size of 8 1/4 x 10 3/4,  and is on very thick glossy stock…a magazine of the highest quality.

Layout 1


Toronto Life Turns 50!

Posted by Scott On October - 18 - 2016ADD COMMENTS

cover_of_the_week-125x125Toronto Life celebrates 50 years of magazine publishing effective with the November 2016 issue.

From their Press Release:

Toronto Life celebrates its 50th birthday this month with an anniversary issue set to hit newsstands on October 20th. The cover story focuses on what Toronto will look like 50 years from now, how its demographics and economy will change, and how we will deal with a doubling of population. Other stories include a round-table debate with Mayor John Tory and five former Toronto mayors, and a profile of the magazine’s long-time owner Michael de Pencier that serves as a history of the magazine itself.

In a year that has seen prominent magazine titles close, reduce their frequency, or move to digital only, the story is much different for Toronto Life. In almost every measurable way, the magazine has never been stronger.

According to Vividata, an independent audience measurement body, Toronto Life is read by 890,000 people in print each month. That is the highest measured audience for the magazine since 2005. Within Toronto, no other magazine comes close to the reach of Toronto Life—it has the largest measured audience of any magazine. When combined with an online audience of over 770,000 each month (according to Google Analytics), more people are reading Toronto Life today than at any point in its history.

Ken Hunt, Toronto Life’s publisher, compares the magazine’s success to the story in Michael Lewis’s book Moneyball. “We’ve become much smarter about how we measure the effectiveness of the content we produce,” Hunt says. “The data has shown that quick, cheap stories, online quizzes and other click bait doesn’t sustain audience attention; feature-length stories, particularly stories that have a strong point-of-view or unusual access to its subject, have the greatest impact, produce the most engagement, and get shared on social media. This is how we keep readers coming back.”

Toronto Life’s commitment to quality has been reflected in the magazine’s continuing success in magazine award season. At last year’s National Magazine Awards, Toronto Life received more nominations and took home more awards than any other Canadian magazine. And at the inaugural Digital Publishing Awards, Toronto Life received the award for the Best Digital Design, beating out other high-profile finalists including Maclean’s and the Toronto Star’s Star Touch tablet edition.

“We are proud of the innovations we have been able to make on the web with a small, dedicated team,” adds Hunt. “Growing and engaging our digital audience while maintaining our commitment to print is core to our long-term success. Print is an incredible technology at holding a reader’s attention. If we can get a magazine into someone’s hands, they will happily spend an hour or more with us. That kind of engagement is difficult to achieve online. There are just too many distractions.”



Marilyn Covers from Life

Posted by Scott On October - 14 - 2016ADD COMMENTS

Here are some oldies but goodies from Life Magazine.












House & Home Celebrates 30 Years

Posted by Scott On October - 14 - 2016ADD COMMENTS

cover_of_the_week-125x125The November 2016 issue of Canadian House & Home is a milestone issue, marking 30 years of producing the best home & style magazine in the category.

Editor Beth Hitchcock had this to say about the issue:

“For House & Home‘s 30th Anniversary issue, we searched for a cover star whose personality and home epitomized easygoing Canadian style. Kim Cattrall’s retreat on Vancouver Island — about 40 minutes from where she grew up — was the perfect fit. Though we all associate her with the wonderfully audacious Samantha Jones from Sex and the City, the real Kim is happiest in this understated, natural setting, and that’s the story we wanted to share with readers. We kept the sell lines simple and matched the banner to the rich red colour of Kim’s door for a mood that’s celebratory, Canadian and just festive enough to suit pre-holiday newsstands.”

The issue is 172 pages thick, and packed with great advice.  Look for this one to sell!


100 Years of Hockey

Posted by Scott On October - 12 - 2016ADD COMMENTS

The Dec/Jan 2017 issue of Canada’s History is scheduled to hit newsstands on November 21st, 2016. This time slot typically produces the best-selling issue every year! Editor Mark Reid says:  “Dreaming of making the National Hockey League has long been a rite of passage for many young Canadians. And, for a select few, it was a dream come true. To celebrate the centennial year of the NHL, Canada’s History is featuring a special package of stories recalling some of the greatest games every played. From the Toronto Maple Leafs’ Cup win in 1967, to  Paul Henderson’s winning goal in the 1972 Summit Series, we offer readers a rink-side view of the magical moments that made hockey “Canada’s Game.” To illustrate our story, we chose for a cover image Jacques Plante’s 1974 goalie mask — and we are even offering a hand-made replica of the mask as a prize in a special NHL at 100 contest. Enter starting November 8th at:  t


Dirt Trax Roars!

Posted by Scott On October - 5 - 2016ADD COMMENTS

The Winter 2017 issue of Dirt Trax is scheduled to hit newsstands on Oct 31st, 2016.

Art Director Andrew Knor has delivered another compelling cover for Dirt Trax. The cover successfully integrates both an action shot and a static shot to pack in two vehicles that will be of interest to the Dirt Trax audience.

Dirt Trax sales were up 11% last year, while the industry average for Canada was down 9.8%.

Plus, we took our cover price up by 20% too. And 4 of the past 5 issues have posted sales gains. Strong covers do sell.




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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