Covers Sell

Covers Sell

New York Cover Sells!

Posted by Scott On December - 22 - 2015ADD COMMENTS

check_mark_125x125Back on July 28th, 2015, I blogged about New York magazine’s Bill Cosby cover.  So, how did it do?

This issue sold 504 copies at a 50.4% sell-thru in Canada.  That’s a 70% improvement from the same time slot in 2014. I’ll bet it sold even better in the USA.

Perhaps someone will try a similar cover when the Jian Ghomeshi trial begins?  After all, it’s about the victims, not the celebrity.

Bill Cosby

 

 

 

Rotman Cover Sells!

Posted by Scott On December - 22 - 2015ADD COMMENTS

check_mark_125x125Back on May 14th, 2015, I blogged about the Spring 2015 issue of Rotman magazine as the Cover of the Week.  So how did it end up doing on the newsstand?

The Spring 2015 issue was a huge success!

In Canada, sales improved by 80% from the same issue last year, despite a 10% cut to the draw.  It set a news sales record for this time slot.

And in the U.S.A. sales improved by 64%.

At a $16.95 cover price, that adds up.

spring 2015 (Small)

 

Old Montreal

Posted by Scott On December - 22 - 2015ADD COMMENTS

The Jan/Feb 2016 issue of Canadian Antiques & Vintage goes on sale January 11th. This vibrant blue cover will be hard to miss on newsstands.

 

2016 JanFeb (Small)

Canada’s History Posts Impressive Gains!

Posted by Scott On December - 19 - 2015ADD COMMENTS

check_mark_125x125Canada’s History magazine (formally The Beaver) is having another record-breaking year at the newsstand in 2015! “We ended the 2014 year with two Record Breaking issues, for both our Oct/Nov 2014 (The World Wars)  issue and the Dec/Jan 2015 issue (Last Spike).  The momentum has carried over into 2015, with 3 more record-breaking covers in 2015, ” says Melony Ward, Publisher. “Interestingly, all 3 record breakers this year feature illustrated covers”, says consultant Scott Bullock. A tip of the cap to Editor Mark Reid, Art Director James Gillespie, Ron Sellwood and the CTC team.

  • The Feb/Mar 2015 issue (Cook) set a new sales record for this time slot, with sales up 69% from prior year’s issue.
  • The Jun/Jul 2015 issue (Northwest) set a new sales record for this time slot, with sales up 41% from prior year’s issue.
  • The Aug/Sep 2015 split cover issue (Squid/New France) will set  new sales record for this time slot, with sales up 67% from prior year’s issue.
  • The Dec/Jan 2015 issue (Last Spike) set a new all time best sales record, with sales up 35% from prior year’s issue.
  • The Oct/Nov 2015 issue (The World Wars) set a new sales record for this time slot with sales up 65% from prior year’s issue.

 

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Jun2015 (Small)

 

Aug2015Squid (Small)

 

Aug2015Quebec (Small)

 

Dec 2014 (Small)

 

Oct 2014 (Small)

Canadian Geo Posts Eye-Popping Gains!

Posted by Scott On December - 18 - 2015ADD COMMENTS

check_mark_125x125In an era where so much of the news is negative, it’s important to point out success stories.  Canadian Geographic is posting some impressive gains so far in 2015.

The Jan/Feb 2015 issue (Wolf) is now 100% final.  Sales increased by 4,375 copies or an 84% improvement from last year’s issue in this time slot.  This was achieved despite cutting dealers back by 520 stores or 10%, and despite a cut to the draw of 3%.  Efficiency improved by 17pts!

The Mar/Apr 2015 issue (Grizzly) is now 100% final.  Sales increased by 2,926 copies or a 68% improvement from last year’s issue in this time slot. Efficiency improved by 9pts!

Editor Aaron Kylie, Art Director Javier Frutos, consulting with CoversSell.Com, have been turning up the heat.

Do covers really sell?  You be the judge.

Jan 2015 (Small)Apr 2015

 

 

Polar Bear

Posted by Scott On December - 17 - 2015ADD COMMENTS

Canadian Geographic‘s Nov/Dec 2015 issue features a Polar Bear mom and cub.  This iconic top predator has been a very successful cover feature over the years. This issue has two bonus cover, suitable for framing.

Rule #30:  If it works keep doing it.

2015 Dec

 

Dec 1996

 

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BearCover (Medium)

 

Dec 2005

 

 

 

Fittest You: A Classic from Canadian Running

Posted by Scott On December - 16 - 2015ADD COMMENTS

The Jan/Feb 2016 issue of Canadian Running is scheduled to hit newsstands on December 28th, 2015.

What a great cover to start the new year.

This time slot is typically the strongest of the year for Canadian Running.  It was the best selling time slot in 2013, 2014 and 2015. Plus it has the best overall average for any time slot historically.

This elegantly executed cover is sure to sell well.

 

2016 JanFeb (Small)

SI Names Serena Williams Sportsperson of the Year

Posted by Scott On December - 15 - 2015ADD COMMENTS

cover_of_the_week-125x125Sports Illustrated‘s December 21st, 2015 issue names Serena Williams the Sportsperson of the Year.

She is the first solo female athlete to be given this award in 32 years.  Runner Mary Drecker won it in 1983.  In 1999 the U.S. Womens Soccer Team was chosen. Sharing the honour with other athletes happened in 1984 Mary Lou Retton (gymnist)  and in 1994 Bonnie Blair (speedskater).

In the past the award was called the Sportsman or Sportswomen of the Year.

In an On-line Readers Poll by Sports Illustrated the result was different.   Triple Crown winning horse American Pharaoh was chosen as the winner!  No animal has ever won the award.

Managing Editor Chris Stone is quoted as saying the cover shot photo concept was Serena’s idea, intended to express her idea of femininity, strength, and power.

2015-Sportsperson-Serena-Williams

New York Magazine’s Best & Worst of 2014

Posted by Scott On December - 14 - 2015ADD COMMENTS

boxing_globe_icon_125x125.2Which covers of New York magazine turned on/turned off Canadian’s in 2014.

Below I will show you six covers in chronological order. 3 Covers were the worst sellers in Canada, while the other 3 were the best selling covers of New York magazine in Canada.

Your task is to separate the best from the worst, and then rank them from best to worst.

No Peeking.  Answers are the bottom of the post.

2014-05                                                      2014-13                                                    2014-27

2014-052014-132014-27

2014-33                                                     2014-41                                                     2014-47

2014-332014-412014-47

 

 

 

 

 

And the Answers Are:

Best-Sellers in Canada

  1. 2014-33  Fall Fashion… Sold 642 copies at a 60% sell-thru
  2. 2014-13 100 Years/Songs/Night… Sold 629 copies at a 61% sell-thru
  3. 2014-27 Real Estate…Sold 617 copies at a 57% sell-thru

Worst Sellers in Canada

  1. 2014-05 Super Bowl…Sold 212 copies at a 21% sell-thru
  2. 2014-41 Drones…Sold 222 copies at a 21% sell-thru
  3. 2014-47 Happy Face…Sold 232 copies at a 22% sell-thru

 

Newsmakers of the Year

Posted by Scott On December - 11 - 2015ADD COMMENTS

cover_of_the_week-125x125The December 14th, 2015 issue of Maclean’s is one to watch.  This “Special Collectors Issue” is both a serious, yet fun, read.

The cover is an interesting mash-up of people from all over the planet.

The bold red banner (almost like a belly-band) across the cover works overtime.  It’s bold and and aggressive, and tells us exactly what they are selling.

Look for sales to spike.

 

NewsMakers 2015

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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. www.circ3.com

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