Covers Sell

Covers Sell

The Covid Curve

Posted by Scott On May - 22 - 2020ADD COMMENTS


This snap shot graph shows Canadian newsstand sales over the past 13 weeks for some of Canada’s top retailers or magazines.

(Wal Mart, Loblaws, Shoppers Drug Mart, Save-On Foods, and London Drugs).

It clearly shows the roller-coaster ride that magazines have been on since Covid-19 became our new reality.

The good news is that in we now see that all the major chains–with the exception of Loblaws– is showing magazine sales above levels we were at as an industry before the Covid crisis.

Plus, it was announced this week that Chapters/Indigo stores will be re-opening next week.



Posted by Scott On May - 22 - 2020ADD COMMENTS

The Jul/Aug issue of the Legion is set to hit newsstands on June 29th, 2020.

This haunting yet beautiful cover will be hard to ignore.

The Legion had a fabulous year in 2019, with 5 of 6 covers beating prior year’s sale.  Overall, newsstand sales were up 24%.

Plus 3 covers were Record Breakers.  The May/Jun issue was the All Time Best Seller, and the Sep/Oct and Nov/Dec were Record Breakers for their respective time slots.



Posted by Scott On April - 3 - 2020ADD COMMENTS

The Legion magazine is coming out with their second of four SIP’s this year on May 4th, 2020.  This issue pays tribute to Canada’s efforts to liberate the Netherlands.

It will retail for $14,95.

Look for promotions at Loblaws, Shoppers Drug Mart and Wal Mart.


Big Buds Big Sales

Posted by Scott On March - 6 - 2020ADD COMMENTS

The May/Jun 2020 issue of Maximum Yield Cannabis is set to hit shelves on Apr 5th, 2020.

Art Director Dionne Hurd continues to impress with covers that feature rich evocative imagery, combined with bold type treatments and hard hitting sell lines.

Sales at Loblaws, Save On/Overwaite, Chapters/Indigo, and Presse Commerce are impressive.  Plus, sales at Barnes & Noble in the USA just hit a new record with our most recent issue…up 41%.  Sales at Books A Million also spiking.

Look for this one to sell too!

Micheal Fox purchases Canadian Woodworking

Posted by Scott On February - 26 - 2020ADD COMMENTS

In a press release this week, it was announced that Michael Fox and his company Inspiring Media, has purchased Canadian Woodworking Magazine:

Now in its 21st year, Canadian Woodworking & Home Improvement is building for the future with
investment from its new owner – Inspiring Media Inc.

Paul and Linda Fulcher created Sawdust Media Inc. to publish the magazine from their home in Burford,
Ontario, in 1999. Under their care, the brand has grown to become Canada’s #1 DIY resource, with 20,000
print circulation and a website with more than 600,000 monthly page views for home owners actively
involved in maintaining and improving their home and furnishings.

Michael Fox, president of Inspiring Media, is now the publisher of Canadian Woodworking & Home
Improvement. Paul and Linda will continue to be involved in assuring the magazine’s continued success,
with Paul as Director of Sales/Associate Publisher and Linda advising on business matters. Carl Duguay
and Rob Brown continue on as web editor and print editor, respectively.

Paul says: “When Linda and I first took on Canadian Woodworking, we sought out and attended workshops
led by Michael, because he was the leader in the industry – and we have looked up to him ever since. Now
we look forward to working with him to grow the brand.”

Sawdust Media, under the leadership of Michael Fox, is committed to maintaining the company’s high level
of content. Over the coming year there will be new initiatives with an increased emphasis on skill building,
in-depth product reviews, and an expansion of the company’s social media presence.

Michael says: “I’ve watched Paul and Linda grow their publication over the past 20 years, and am truly
excited to now be able to contribute directly to its growing success.”

From a newsstand perspective, Canadian Woodworking has been on a roll.

  • In 2016, newsstand was up 49%, with 5 of 6 issues posting gains
  • In 2017, newsstand was up 21%, with 5 of 6 issues posting gains
  • In 2018, newsstand was up 39%, with of 5 of 6 issues posting gains
  • In 2019, newsstand was up 17%, with 5 of 6 issues posting gains…plus 3 of the issues were Record Breakers for their time slots!

Spring 2020 Prairies North

Posted by Scott On February - 11 - 2020ADD COMMENTS

The Spring 2020 issue of Prairies North is set to hit newsstands on March 2nd, 2020.

The cover story tips readers off to hidden gems in Saskatchewan.  It’s the first time the magazine has featured a special restaurant experience on the cover.

Nine of their past twelve issues have posted gains.

Look for this one to sell!

In Style Down 13% in Canada in 2019

Posted by Scott On January - 31 - 2020ADD COMMENTS

In Style magazine has posted a 13% decline in newsstand sales in Canada for 2019. It’s better then the two prior years when sales were down 16% in 2018 and 22% in 2017.   In 2019, 4 of 12 issues posted gains.

Their best-selling issue of the year, the September 2019 issue, sold 30,355 copies at 39% efficiency, but that is down 14,473 or 32% from last year’s results in this time slot.

The November 2019 issue was down 21% this year and was the second-to-worst performer of the year.  They tried removing all cover lines except a small patch down in the far right hand corner (the cover real estate I refer to as Baltic Avenue). Total flop.

The December issue is posting a gain of 11% from prior year, and is the 3rd best performer of the year.  A clearly classic cover.

350th Anniversary of HBC

Posted by Scott On January - 30 - 2020ADD COMMENTS

The Apr/May 2020 issue of Canada’s History is set to hit newsstands on March 23rd.

This issue celebrates the awe-inspiring 350th Anniversary of the Hudson Bay Company.

Art Director James Gillespie has created an iconic cover.

Clean and uncluttered.  Bold banner treatment of main sell lines  And a winning color combo.



Revolution for Canadian Running

Posted by Scott On January - 28 - 2020ADD COMMENTS

The Mar/Apr 2020 issue of Canadian Running is set to hit newsstands Feb 24th, 2020.

This cover is one of the more “radical” type treatments I’ve seen in quite some time.

The black textured backdrop works overtime to help make the running shoes leap off the cover.

The warm vibrant yellow logo and green type treatment light it up.

In 2019 Canadian Running outsold it’s primary American competitor by over 100%.

Nostalgia Cover Rocks for Cottage Life

Posted by Scott On January - 23 - 2020ADD COMMENTS

The Aug/Sep 2019 issue of Cottage Life (on sale July 15th) was a winner…their best-selling cover of the year.  This cover was, in my view, the most non-traditional cover they’ve done in years, with a very unique nostalgic twist.  Subject Matter Matters, but this design was spot on brilliant.

This issue out sold the average of the other five issues by nearly 35%!



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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