Covers Sell

Covers Sell

Night Table

Posted by Scott On January - 12 - 2022ADD COMMENTS

The Feb/Mar 2022 issue of Canadian Woodworking is set to hit newsstands on Jan 17th.

Art Director Jonathan Creswell-Jones has created an eye-popping cover to start the new year.

Canadian Woodworking just posted their best year ever on newsstands.  Sales jumped 17% in 2021.

Four of six issues posted gains.  Their Dec/Jan issue was the all-time best selling issue.  While both the Feb/Mar and Jun/Jul issues were record breakers for those time slots too.

This is the 7th straight year in a row of newsstand sales gains…an incredible performance!



Elon Musk

Posted by Scott On December - 17 - 2021ADD COMMENTS

Time magazine crowned Elon Musk the Person of the Year for 2021. Time’s editor-in-chief Edward Felsenthal explained the decision to pick the richest man on Earth, saying he was emblematic of 2021 and the year’s most influential person.

“For creating solutions to an existential crisis, for embodying the possibilities and the perils of the age of tech titans, for driving society’s most daring and disruptive transformations, Elon Musk is TIME’s 2021 Person of the Year,” Felsenthal added.

Some people were outraged by the choice, like Senator Elizabeth Warren, who took to Twitter that same day to weigh in on the billionaire wealth debate: “Let’s change the rigged tax code so The Person of the Year will actually pay taxes and stop freeloading off everyone else.”

Musk was having none of it and responded by telling her to “stop projecting” and calling her “Senator Karen.”

“You remind me of when I was a kid and my friend’s angry Mom would just randomly yell at everyone for no reason.”

In yet another follow up Musk wrote: “Please don’t call the manager on me, Senator Karen.”

Earlier in the year Elon Musk made news when he moved Tesla’s  headquarters from Palo Alto, California, to Austin, Texas.

Tesla is not the first company to move to Texas. In 2020, tech powerhouse Oracle announced it was moving from Silicon Valley to Austin.

 Technology firm HP and carmaker Toyota have also moved their US headquarters to Texas from California.

California has stronger labour laws, and higher living costs and taxes than other states, while Texas is known for cheaper labour and less stringent regulation.

Mr. Musk moved his home to Texas from California at the end of last year to focus on Tesla’s new car manufacturing plant there. His SpaceX rocket company has a launch site in the southern tip of Texas.

Musk, the CEO of Tesla Motors, is projected to pay more than $8.2 billion in taxes on stock he sold in 2021, Forbes estimates. Because he sold nearly $13 billion in stocks through December 13 of this year.   Musk will pay the largest tax bill in US history.

Take the Quiz–Toronto Life 2021

Posted by Scott On December - 15 - 2021ADD COMMENTS

Play the Quiz.

Guess which cover was the best and worst sellers for 2021 for Toronto Life.

March 2021

July 2021

Nov 2021

Rank the covers in order from Best to Worst in terms of sales.

Don’t cheat by panning down.

The Answers are below.  Don’t pan down until you’ve made your guess.





  • November issue…sold 4,627 copies…best seller of the year!  (Fabulous cover, on really interesting topic)
  • July issue…sold 3,774 copies…5th best seller of the year.  (Great cover…everyone loves a good cat fight)
  • March issue…sold 2,340 copies…worst of the year.   (a bit of a depressing subject)



Time Tested Gear

Posted by Scott On December - 15 - 2021ADD COMMENTS

The Winter 2022 issue of Fly Fusion is now on newsstands.

This cover is part of our tradition of doing rugged, handsome, fly fisherman enjoying their passion regardless of the winter cold.

This time slot is historically our best-selling season.

Newsstand sales in 2021 are up in both Canada and the USA.


Harrowsmith Winter

Posted by Scott On December - 2 - 2021ADD COMMENTS

The 2021/2022 Winter edition of Harrowsmith is now on sale.

This charming cover sets the mood for a fantastic issue of helpful tips.

The last 3 issues of Harrowsmith have enjoyed extremely strong sell-through efficiency:

  • Spring 2020…49%
  • Fall 2021…45%
  • Spring 2021…43%


Posted by Scott On November - 19 - 2021ADD COMMENTS

The Nov/Dec 2021 issue of Canadian Geographic is on newsstands now.

Art Director Javier Frutos and his team have created another powerful cover of a top predator!

Bold type treatment makes it hard to miss!

Canadian Geographic is having a great year on newsstands:

  • Jan/Feb:  Up 21%
  • Mar/Apr:  Up 18%
  • May/Jun:  Up 24%
  • Jul/Aug:  Up 38%
  • Sep/Oct:  Up 40%



Horse Annual 2022

Posted by Scott On November - 9 - 2021ADD COMMENTS

The Horse Canada 2022 Annual is another winner!

This SIP priced at $9.95 has a fabulous Track Record.

  • Last year’s 2021 edition sold 4,722 copies at a 34% sell-thru!
  • The 2020 edition sold 5,567 copies at a 37% sell-thru!
  • The 2019 edition sold 5,720 copies at a 38% sell-thru!



Posted by Scott On October - 26 - 2021ADD COMMENTS

The November 2021 cover of Toronto Life is going to be hard to miss–or resist–on newsstands.

“For Toronto Life’s November cover story about therapeutic psychedelics, we didn’t want to use 60s/70s drug trip imagery. It would be too easy to depict hippies or crazy swirling bright colours and it wouldn’t give the story the gravity it deserves. Psychedelics are serious business now. We wanted to emphasize the medical, psychiatric and medicinal aspects of psychedelics today and make it feel current and contemporary. Toronto Life’s art director, Christine Dewairy, saw the potential immediately of a simple, dramatic, iconic mushroom. It’s elegant and powerful and has a poster-like quality. Plus the red works really nicely with our logo,” said Annie Gabrielian.

Cover price is $7.95 and on sale is Oct 25th.

The Poppy…100 Years of Remembrance

Posted by Scott On October - 21 - 2021ADD COMMENTS

The Nov/Dec 2021 issue of the Legion magazine is set to hit newsstands October 25th, 2021.

The Legion is having a nice year on the stands.

  • Jan/Feb…up 14%
  • Mar/Apr…up 38%
  • May/Jun…up 6%
  • Jul/Aug…up 8%.


Canadian Woodworking’s Record Breaking Year

Posted by Scott On October - 7 - 2021ADD COMMENTS

Canadian Woodworking is having another Record Breaking year in 2021.  This should come as no surprise, as sales have been going up every year since 2015.  During this period a staggering 24  of 36 covers bested their counterpart in the previous year.

  • 2015…sales up 12%
  • 2016…sales up 49%
  • 2017…sales up 21%
  • 2018…sales up 39%
  • 2019…sales up 17%
  • 2020…sales up 1% (despite Covid)

Now in 2021, 4 of 5 issues have set new sales records too.

  • Dec/Jan 2021 (Christmas Ornaments)…sales up 21%…and is the all-time best-selling issue!
  • Feb/Mar 2021 (Router)…sales up 39%…new record breaker for this time slot!
  • Jun/Jul 2021 (Small Shop)…sales up 68%…new record breaker for this time slot!
  • Aug/Sep 2021 (Beer Caddy)…sales up 25%…new record breaker for this time slot!

Art Director Jonathan Cresswell-Jones has another good one in the pipeline too to finish off the year!




About Me

Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.



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