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National Geographic Down 29% in Canada in 2018

Posted by Scott On April - 5 - 2019

National Geographic had a rough ride in Canada in 2018…with sales slipping by 29% from prior year.  Plus, 9 of 12 issues posted declines. In 2017 they saw sales in Canada increase by 15%.

The best-seller for 2018 may surprise you, as it was on the subject of sleep.  The Aug 2018 issue sold 15,146 copies, up 23% from prior year’s issue in that time slot.  Take note on how large the type treatment is on this one!

The second best seller was their perfectly timed Dec 2018 issue, which sold 12,884 copies, but down 33% from prior year.  In 2017, the cover was also focused on religion, but sold 19,297 copies.  Jesus was #2 in 2017.

Their third best seller in 2018 was the “controversial” April 2018 race issue, which sold 12,591 copies, up 17% from prior year in this time slot.

The worst-selling issue in Canada in 2018 was their Nov 2018 issue, which managed to sell just 6,790 copies, down a whopping 49% from last year’s issue in this time slot.  It’s a beautiful image, and has a bold type treatment, but the subject matter clearly was not of interest to Canadians.  Subject Matter Matters!

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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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