Covers Sell

Covers Sell

New Look for Fly Fusion

Posted by Scott On November - 13 - 2019

Fly Fusion (which was originally launched in 2006) has just unveiled a completely re-designed magazine, inside and out.

The Winter 2020 issue, which goes on sale November 26th, will have the following upgrades:

  • Changed width from 8 3/8” to 9” wide – adding a full inch to a double-page spread
  • Half-page ads were upgraded to a full bleed (from 7.25″ x 4.575″ to 9.125” x 5.479”)
  • Cover was upgraded to 80 lb cover weight – Matte stock with Grit UV coating
  • Interior pages changed from gloss to matte stock
  • Full redesign from cover to cover
  • Cover Price Increased from $7.95 to $8.99

The Publisher, Jennifer Bird, adds…

Our approach to this process was to dismantle the way we approached everything.  Strip the magazine down to the roots.  We examined what Fly Fusion meant to our team and what we wanted it to represent to the reader.  Then we built it back up based on those core values.  Virtually every aspect of the magazine has undergone some degree of change.  

First we changed our tag line from the dated “North America’s Fly Fishing Authority” to the more culturally relevant “The Soul of Fly Fishing”.  In doing so, we have given ourselves a bar by which to measure everything that appears within its pages.

Next, we looked at how we could change the materials used to impact the readers experience.  A matte stock gives images more depth and removes the text glare provided by the more traditional glossy coating.  The grit coating on the cover was thoughtfully selected in that it adds a tactile experience for the reader. The added width ensures extra impact with larger images and a cleaner design, featuring more white space.   And of course, our advertisers aren’t complaining as they now enjoy a significantly larger piece of real estate to feature their products. 

Finally, we wanted our most loyal readers, our subscribers, to receive an additional benefit for their commitment to Fly Fusion.  So, we have created a separate cover, clean from the traditional sell lines, that they can proudly feature on their coffee table…or toilet. We’re not picky!

The newsstand cover, and the subscriber cover, can be seen below:

Previous design looks:

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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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