Covers Sell

Covers Sell

Lumber Jack Shirt

Posted by Scott On June - 12 - 2017ADD COMMENTS

cover_of_the_week-125x125The Early Summer 2017 cover of Cottage Life looks like a winner.  The “iconic” lumber jack shirt backdrop is hard to miss, and just screams “pick me up”.

Here’s what Michelle Kelly, Editor, had to say about it:

“We knew that there would be a lot of 150 covers on the newsstands so it was important to pick something that was really graphic so that it would stand out. We also wanted it to feel like us, and be something that all cottagers could relate to instantly. We considered at least a dozen images—a canoe in the mist, a sunset, even an image of Justin Trudeau in a Muskoka chair. Our art director, Kim Zagar, is always saying that simple is strongest, and when she brought forward this concept it was pretty clear that she had created a winner.”

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How Do You Compare?

Posted by Scott On June - 9 - 2017ADD COMMENTS

news_green-125x125The first quarter 2017 results are in from MagNet (the US based Data Clearinghouse).

They report that newsstand unit sales in Canada were down 12.6%.  In the USA sales were down 13.5%.

Sell-Thru Efficiency in Canada was 28.7%, compared to 31.2% last year.  In the USA Sell-Thru was just 23.8%, compared to 26.2%.

Part of the decline can be attributed to the fact that draws have been cut in both Canada and the USA. In Canada, draws were cut by 5%, while in the USA draws were cut by 4.9%.  This “culture of cutting” used to be frowned upon.  “Cut the draw = Cut the sale” was the rule of thumb.

Thanks to SIP’s and other cover price hikes, revenues were not down as much as units were, with Canada posting a decline of 6.3% and the USA down 9.2%.

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First Qtr 2017c

Dark Horse

Posted by Scott On June - 8 - 2017ADD COMMENTS

The Jul/Aug 2017 issue of Horse Canada, scheduled to hit newsstands on June 26th, will feature a very dark horse, also known as “Canada’s Horse”, or the “Little Iron Horse”.  The issue includes a free Iron Horse Poster inside.

Art Director Sieu Truong has brought that same “poster-like” quality to the construction of the cover.

  • Main sell line in best position, up high and left
  • Good use of alternating yellow and white to draw the eye down the page.
  • Good use of e=left hand real estate for supporting sell-lines.

Here’s what the Art Director had to say about the cover:

We decided to celebrate Canada’s 150th birthday with our own “Canadian Horse” cover. This close up portrait of the handsome gelding was selected with the help of our Facebook fans. It has contrasting background colours and a simple bullet treatment. This really gives the reader an opportunity to appreciate the beauty of our Little Iron Horse.

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11 Year Old Reader Designs Cover of OWL

Posted by Scott On June - 1 - 2017ADD COMMENTS

news_green-125x125In celebration of Canada’s 150th birthday, OWL Magazine launched a national cover contest inviting kids, ages 8 – 14, from across the country to submit artwork that best depicted what they thought was “cool” about Canada. The contest ran from February 18 – March 31, 2017 and the winning artwork was submitted by 11-year old, Abigail DiBiase, from Wasaga Beach, Ontario.

The grand prize winner will receive an Acer tablet, an Owlkids Books prize pack and their artwork will be featured as the cover of OWL’s June 2017 issue, hitting newsstands across Canada on June 5, 2017.

“We were overwhelmed by the response from our readers. We received over 400 entries and the quality of the artwork was incredible,” shares Kendra Brown, Editor, OWL Magazine. “Kids were excited to share with us, through their art, what they loved about Canada, and I was so impressed by both the creativity and thoughtfulness of their submissions.”

Judges noticed a recurring theme in many of the entries: the importance of diversity and unity. The winning entry was voted as the best visual representation of this shared sentiment. “The idea of inclusion, openness and acceptance was a common element expressed through the art of many OWL readers,” adds Brown.  “Now, more than ever, it is especially reassuring to see such a hopeful and positive message being shared by this younger generation. We are thrilled to be celebrating this attitude by featuring Abigail’s artwork on our June 2017 issue.”

“I love the magazine and had a lot of fun working on my cover,” shares DiBiase. “My artwork shows that Canada is full of so many different people and I think it’s really cool that we all live together in a happy way.”

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New Coloring Book from Can Geo

Posted by Scott On June - 1 - 2017ADD COMMENTS

cover_of_the_week-125x125Canadian Geographic has just launched their first-ever Coloring Book Special, retailing for $9.95.  This is a category of magazine products that has been quite hot for a few years now.

Colouring Canada features 26 greyscale photographs shot by Canadian Geographic’s Photographer-in-Residence, Michelle Valberg.  Here’s a quote from Michelle, off the Canadian Geographic website:

“For more than 30 years, I have travelled across this astonishing country capturing images of special people and places. I’ve photographed bison grazing on Saskatchewan’s grasslands, Inuit drum dancing north of the Arctic Circle, the rugged landscapes of Newfoundland and Labrador, and just about everything in between.

And now, for the first time, my images of Canada’s wonderfully wild and open places have been grey-scaled and transformed into a colouring book. Produced in commemoration of Canada’s sesquicentennial, Colouring Canada showcases the great beauty of Canada’s 10 provinces and three territories through some of my favourite images that readers can use to create their own masterpieces. Urged on by Karen Read, a friend and voracious colourer, I joined forces with Canadian Geographic to create this 26-image colouring book that’s now available on newsstands.”

There is a video at this URL:

www.canadiangeographic.ca/article/colouring-book-featuring-photography-michelle-valberg-newsstands-now

Coloring Book 2017

 

 

Canada 150: Prairies North Style

Posted by Scott On May - 31 - 2017ADD COMMENTS

The Summer 2017 issue of Prairies North hits newsstands this week.

This special Canada 150 issue of Prairies North celebrates Saskatchewan’s key contributions to Canada’s cultural, political and economic landscape. From agricultural innovations that affected farming practices at home and abroad, to an abundance of Saskatchewan-born talent in professional sports, to political movements that changed policy and practice, Saskatchewan has made its mark on the Canadian stage.

Our cover uses a number of devices to signal this issue’s importance:

  • Black Frame
  • Bold Type Treatment
  • Large Main Sell Line
  • Use of Numbers to highlight benefits

All 4 issues in 2016 posted sales gains over prior year!

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Quit Your Day Job

Posted by Scott On May - 26 - 2017ADD COMMENTS

The Jul/Aug 2017 issue of Canadian Real Estate Wealth is scheduled to hit newsstands June 19th.

Art Directors Ali Chin and Marla Morelos have created another great looking cover featuring:

  • Bold Main Sell Line, positioned at the top and center
  • Strong Sky Bar treatment
  • Good use of yellow to highlight key selling points and to draw the eye down the cover
  • Benefit-oriented supporting sell lines positioned at left
  • Clean and uncluttered
  • Warm, positive, upbeat feeling

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Celebrating Canada’s 150th

Posted by Scott On May - 15 - 2017ADD COMMENTS

Atlantic Books Today has chosen an illustrated cover approach to headline their Spring 2017 issue.

The cover has a very clean and uncluttered approach, which gives the title a smart, welcoming feeling.

Editor Chris Benjamin.

2017 (Small)

Fashion: Peel & Reveal Cover

Posted by Scott On May - 9 - 2017ADD COMMENTS

cover_of_the_week-125x125Fashion Magazine has announced that their Summer 2017 issue will feature a “peel and reveal cover treatment”.  The cover treatment has been sponsored by Joe Fresh.

“We’re thrilled to partner with Joe Fresh on another cover execution and a high quality editorial integration. The clean and contemporary look and feel of the issue is synonymous with the Joe Fresh brand and the peel-to-reveal cover adds a layer of intrigue and interactivity to the consumer experience,” said Jacqueline Loch, VP & Group Publisher, Women’s Brands at St. Joseph Media.

According to the press release: “This is FASHION’s second interactive print cover following the April 2017 mix-and-match “flip book” cover featuring supermodel Coco Rocha that earned an unprecedented 104 million media impressions in 15 days.

It goes on to say:

“Our dream was to shoot this cover at Cuadra San Cristóbal, an equestrian estate outside Mexico City that was built by the famous Mexican architect, Luis Barragán,” said Noreen Flanagan, Editor-in-Chief of FASHION Magazine. “The setting—with its bright pink and orange walls and its simple, modern lines—perfectly complemented the styling and mood for the shoot. We also wanted the cover to be unexpected. Instead of a typical model shot, we aimed to create a dreamy scene that piqued our readers’ curiosity to interact with the image. FASHION is about more than clothes; our editorial goal is to inspire fashionable lives.”

What fun.  Great example of getting creative with the print medium.  Love it!

The issue is on sale in Canada May 15th, 2017.

The first image is the cover before peeling, the second is after peeling.

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National Bird Cover: Big Win!

Posted by Scott On May - 8 - 2017ADD COMMENTS

check_mark_125x125Congratulations to the team at Canadian Geographic for the success of the Nov/Dec 2016 issue, featuring Canada’s new national bird.

This issue was a success on every level:

1.  Got lot’s of free media exposure

2.  Sales up 42% from prior year

3.  Cover price increased by $1 to $8.95…a 12.6% increase

4.  Revenue up 59%

5.  Efficiency finished at 42%…up 14 pts from prior year

2016 NovDec

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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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