Covers Sell

Covers Sell

Canadian Geographic, Quiz 7

Posted by Scott On June - 23 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 39]

Canadian Geographic, Quiz 8

Posted by Scott On June - 23 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 38]

Canadian Geographic, Quiz 9

Posted by Scott On June - 23 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 37]

Canadian Geographic, Quiz 10

Posted by Scott On June - 23 - 2010ADD COMMENTS

Simply choose the cover that out sold the others.

Click on the cover to see full image.

[QUIZZIN 36]

Rule #28

Posted by Scott On June - 22 - 2010ADD COMMENTS

Question:

What do smart editors and circulators have in common?

Answer:

They understand the importance of Rule #28:   Create Wall of Covers

Both Ken Whyte (Maclean’s) and Christina Baird (Canadian Geographic) have surrounded themselves with the daily reminders of the importance of newsstand sales.

By posting covers right in their office, they are able to see patterns.  By posting covers and results, they send a signal to their teammates of the importance of retail sales.  This type of leadership inspires excellence.

If you haven’t yet embraced Rule #28, perhaps it is time to consider re-decorating your office too.

500 Reasons to Buy

Posted by Scott On June - 22 - 2010ADD COMMENTS

This cover from Canadian Business is a winner.   It perfectly illustrates the importance of two important Newsstand Rules.

Rule #12:  Use Bold Type Treatments
Rule #15:  Develop Annuals and build them up

The use of a gold border highlights the issue’s importance and value proposition.
Note the $6.95 cover price.  Canadian Business normally sells for $5.95.

Talk about radical clarity!

Texas Monthly Dec 2004

Posted by Scott On June - 7 - 2010ADD COMMENTS

This classic Food cover exemplifies the concept of Radical Clarity.

Rule #23:  The 3 second Rule
Rule #24:  Always ask “What are we Selling?”

In less than 3 seconds you get what this cover is selling. Red Pepper (image) + Mexican Food (2 simple words) = Must Buy!

This issue was by far the top selling issue in 2004. It sold 41,400 copies at a stunning 69% sell-through efficiency. The other 11 issues that year averaged 29,976 copies sold. So this classic outsold the average by 11,424 copies or 38.1% better. An amazing accomplishment, considering how good most Texas Monthly covers truly are, and how loyal their readers are too.

Texas Monthly Dec 2004, is it Hall of Fame worthy?

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New Yorker Sept 24, 2001

Posted by Scott On June - 7 - 2010ADD COMMENTS

Do you remember where you were and what you were doing when the Towers fell? This cover pays tribute to the tragedy in a way that only the New Yorker could achieve.

This cover triumphs, in every way, despite breaking a number of rules such as:
Rule # 11:   Color over Black
Rule #12:    Use Bold Type Treatments
Rule #13:    Don’t be Depressing
Rule #27:    Use Cover Lines

According to ABC statistics, this issue sold 162,647 copies at newsstands.  The average sale on all other issues in 2001 was 44,430 copies.  Therefore this classic cover sold 118,217 more copies than the average, an increase of over 266%.

New Yorker Sept 24 2001, is it Hall of Fame worthy?

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New Yorker July 21st, 2008

Posted by Scott On June - 7 - 20101 COMMENT

This cover breaks a few rules, namely:

Rule #27:  Use Cover Lines
Rule #10:  Use Photos over Illustrations

But this is all trumped by two other rules, namely:

Rule #1:  There are always exceptions to the rules
Rule #6:  Be controversial

Legendary illustrator (and former second basemen for the Toronto Life co-ed softball team) Barry Blitt created this amazing cover which caused a national media PR bonanza for the New Yorker.

A cover that was meant to be a satire of Obama’s moronic critics was most-likely deliberately misunderstood and used for cynical partisan advantage. The cover controversy illustrated just how politically correct, humourless and polarized America had become.

According to ABC statistics, this cover sold 84,100 copies. This was by far the best-selling issue of the New Yorker in 2008. The worst-seller that year sold 27,400 copies. The average for all other issues in 2008 was 42,903. Therefore, this cover sold 96% better than the average for 2008.

New Yorker July 21st 2008, is it Hall of Fame worthy?

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New Yorker Mar 29, 1976

Posted by Scott On June - 7 - 2010ADD COMMENTS

This classic from the New Yorker trumps the rule to avoid illustrated covers.

In a New York second, it communicates the ego-centric perspective that citizens of The Big Apple are often accused of having with respect to their place in the world.

Memorable, funny, original, and often imitated, these are sure signs that a classic cover was achieved.

New Yorker Mar 29 1976, is it Hall of Fame worthy?

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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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