Covers Sell

Covers Sell

Cover of the Year Nominations

Posted by Scott On May - 13 - 201014 COMMENTS

Corduroy

What do you think?

The nominations are in, and as usual there are some very “artsy” covers nominated.

The great Paul Jones once quipped that the best way to win this award was to create a cover that was “Art with Logo.”  This was Paul’s witty way of saying that Gold Winners were often pretty, but perhaps had little or nothing to do with the primary job of a cover (for most consumer magazines) which is to help sell copies at newsstand and help generate a renewal to a subscription.

So I asked Paul, winner of the prestigious NMAF Outstanding Achievement Award in 2004, to comment on this year’s covers competing for Gold.

“Implicit in the judge’s selections is a disregard, bordering on disrespect, for words.  No cover lines.  Tiny cover lines that suggest words are an inconvenience or an embarrassment.  Big cover lines in which words serve mostly as indecipherable design elements.  Was the Vancouver Magazine cover the only deserving nominee with substantial, legible cover lines?”

According to the NMAF web site, since 1998 the Gold award for Cover of the Year has been won by controlled circulation magazines 6 out of 11 times, or 54.5% of the time.  Report on Business has won it twice and so has Saturday Night, with FQ winning in 2004 and Shift in 1998.  FQ, Saturday Night and Shift (4 of the 11 winners) are sadly no longer publishing.

Wayne Leek, publisher of Food & Drink, who used to work for Shift said, “We were delighted, but amused, because the award-winning cover was such a poor performer at the newsstand.”

By way of disclosure, I have twice been a judge for the Cover of the Year.  I was one of three judges.  Both years I was involved, my top pick for Gold didn’t even make the short-list of the top 5 covers in the first round of voting.

Now, take a moment to Vote for the cover which you think should win this year?

For Magazine Junkies Only

Posted by Scott On May - 12 - 2010ADD COMMENTS

I was sitting in the front-hall waiting area of my daughter’s piano teacher’s living room.  Jane, the piano teacher, provides a rich assortment of magazines for parents of her students to read while waiting.

Hello, Maclean’s, Canadian House & Home, and other quality Canadian brands.  Hidden under the pile was Vogue Living Australia.

Bam.

Like Canadian House & Home has demonstrated from inception…high quality content and superior production values are critical.  Great cover and interior stock. Glossy.   Thick page count.  Oversized trim and packed with eye-candy for style-minded voyeurs addicted to interior design.

Cover price?  $11.99

When Jane emerged from the lesson with my daughter in tow, I asked her:  “Vogue Living Australia, Jane?”  Her response:  “Isn’t it fantastic?”  I agreed, but quizzed her by saying, “But $11.99, Jane?”  To which she responded:  “Yeah, I’m a junky, but look at it, it’s so worth every penny.”

I love magazine junkies, don’t you?

Quality = Addicted = Happy to Pay a Premium

Playboy Goes 3D

Posted by Scott On May - 11 - 2010ADD COMMENTS

British Columbia Magazine chose to celebrate their 50th Anniversary in style with the Summer 2009 issue.

“We increased trim size.  Added perfect binding.  Enhanced cover stock.  Invested in Gold metallic ink.  Used both a starburst and cover slash.  Bold typography was employed. Created a 9-page cover fold out featuring every cover published over the past 50 years. And we promoted aggressively at point of purchase.”

Result?

  • Best-selling issue ever in their 50 year history.
  • Best sell-through efficiency ever achieved…67%

This cover just won an ACE AWARD (Award for Circulation Excellence) at the 2010 MagNet event for Best Retail Cover Large Circulation category.

Esquire, Quiz 1

Posted by Scott On May - 7 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 31]

Esquire, Quiz 2

Posted by Scott On May - 7 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 30]

Esquire, Quiz 3

Posted by Scott On May - 7 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 29]

Esquire, Quiz 4

Posted by Scott On May - 7 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 28]

Esquire, Quiz 5

Posted by Scott On May - 7 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 27]

Esquire, Quiz 6

Posted by Scott On May - 7 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 26]

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!