Covers Sell

Covers Sell

Built to Sell

Posted by Scott On May - 20 - 2010

This cover may not win awards for edgy design, but my guess is it will sell lots of copies at a premium retail price.

Like a Greatest Hits album, this SIP is packed with the editor’s favourites.  The issue promises and delivers value.

Using the upper left real estate to maximize the main selling feature, it trades effectively on its brand reputation.

Christine Martel, of Presse Commerce, sells thousands of copies of Dwell in her fine retail outlets, so I asked her to offer up an opinion:

“I like the altered cover treatment for this special issue of DWELL.   The clever use of quadrants (which is quite retro) makes it really stand out from their regular issue. Still, this is definitely keeping with DWELL’s style: fresh, clean, modern and organic photographs.  This will be a collector’s item for any design aficionado.”

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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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