Covers Sell

Covers Sell

2020 Swimsuit Issue…and the verdict is?

Posted by Scott On December - 16 - 2020

The 2020 Sports Illustrated Swimsuit Issue results are in.  This year’s issue was pushed by the SI spin doctors as important and groundbreaking, in a desperate attempt to remain relevant.  Why?  Well, because the brand was going to be featuring their first transsexual bikini model!  Plus, as an added bonus, their PR team pushed their coverage of obese women in bikinis.  So how did that work out?  Did the gushing, free media coverage earn them legions of new customers lining up to plunk down their hard-earned cash?  Or did it send their core audience of red-blooded pig dog dudes running for the hills?

You be the judge.  In chronological order from 2015 to 2020…

“The 23-year-old Brazilian beauty was just named a 2020 Rookie for the upcoming issue (on stands July 21), which marks the first time the iconic magazine has featured a transgender model.”

Valentina Sampaio was photographed by Josie Clough in Scrub Island, BVI. Swimsuit by TRIANGL.

And for the third year in a row Sports Illustrated featured the “world’s curviest” plus size model.

In Canada the sales were:

2015:  33,059 copies sold, worth $297,200

2016:  28,770 copies sold, worth $258,600

2017:  30,986 copies sold, worth $309,550

2018:  18,239 copies sold, worth $182,208

2019:  15,795 copies sold, worth $157,792

2020:  7,063 copies sold, worth $77,622…down 55.3%.



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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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