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Magazine Makeover Contest: Reveal

Posted by Scott On September - 13 - 2010

East Coast Living magazine, the winner of the first Magazine Makeover Contest, sponsored in part by CoversSell.Com, has now officially been revealed.

K9 Design took the lead role in the process.   The before-and-after cover look is posted below for viewing. 

East Coast Living also received a complete makeover inside the magazine’s cover too, as part of the free consultation.

The Official Press Release Follows:


East Coast Living Magazine Makeover Revealed
New ECL cover to display on stands with pride among major home decor titles
TORONTO, September 15, 2010  The made-over cover for Nova Scotia-based quarterly, East Coast Living (ECL) magazine, winner of K9 Design’s Magazine Makeover contest, launched today.
The Magazine Makeover Contest, presented by K9 Design, was created to celebrate magazine design and offer one Canadian publisher a complete overhaul of their publication.
The old cover had become dated,said Norm Lourenco, Creative Director at K9 Design. The new cover is a complete metamorphosis and put the living back into East Coast Living.
East Coast Living Publisher, Sheila Blair-Reid comments, We have teamed up with some of Canada’s best to create a wonderful new, slick urban cover. The redesign process has given us an opportunity to reorganize the entire magazine to better serve our readers. It has been an exciting experience and we are still feeling very proud to have been selected as the winner of the makeover. We can’t wait for the launch of the entire issue.”
The top three transformational elements:
1. New Logo: The new ECL cover has a completely overhauled logo; It’s modern, powerful, integrated and will excite readers and advertisers. Moving the logo over to the far left maximizes newsstand visibility. De-cluttering the area around the logo, gives the logo room to breath and encourages the eye to travel more freely to the main image and main selling feature.
2. New Photo Treatment: The new ECL cover uses photography that allows the reader to be a fly on the wall. Every cover moving forward will follow this new standard that places an emphasis on the home but also incorporates signs of life.
3. New Cover Line Esthetic: The new ECL cover lines were revamped from font to placement. Cover lines were reduced and the font size was bumped up and moved to a prime position to radically commit to the main selling feature. We added supporting bullet points to underscore reader benefits and value proposition. The copy is more direct and less cutesy while interesting interrupter devices (both starburst and ribbon) call out important buying messages to consumers. The result is a clean and easy-to-follow esthetic with a defined hierarchy of information.
The prize package also included strategic direction and redesign on interior layouts from K9 Design (to be unveiled in November), circulation consultation from, digital publishing from Dawson Communications NXT Book Media, printing services from Ironstone Media, core promotional printed product from Annex Printing, and stock photography from iStockphoto.
Entries spanned British Columbia to Nova Scotia with industry vets who made up the judging panel. All agreed that out of the four finalist publications, East Coast Living was the best example of a book that could catapult to the next level if given the opportunity to make over its brand. Judges included: Scott Bullock, principle at, Circulation Solutions; Brian Stendel, President of Keystone Media; Doug Bennet Publisher, Masthead and Design Edge; Kathy Ullyott Editor-in-Chief Homemakers; Norm Lourenco Creative Director, K9 Design Co.; and Brittany Eccles, Deputy Art Director, Flare.
For more information on the contest visit
About K9 Design
K9 Design is an independently owned and operated design and communications studio  the only Canadian firm dedicated to magazines and publishers since 1998.   Proud to be a Toronto based boutique studio, K9 has worked with various publishing challenges including: corporate, periodical and SIP publishing for both large and small, consumer and trade clients such as: Rogers, TELUS, Bell, Coty, American Express, Ski  Magazine, Seneca College Alumni Magazine, The Toronto Zoo, Baby Stages Magazine, Contracting Canada Magazine, The Historica-Dominion Institute. For more information visit
About East Coast Living
East Coast Living magazine is all about inspiring home life in Atlantic Canada. As Atlantic Canada’s exclusive homes magazine, it covers building and renovating, interior decorating and design, gardening, dining and entertaining all from a unique East Coast point of view. No other magazine is so tightly focused on home-improvement topics that interest Atlantic Canadian homeowners, or enjoys such wide distribution in this region.
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For media inquiries:
Jennifer Neal, Principle
K9 Design Co.
Sample of before cover can we viewed here:


One Response to “Magazine Makeover Contest: Reveal”

  1. Scott, you are a genius and it was an absolute pleasure to work with you. You take the most minute detail and make it even better. Your passion for covers truly shows and you sure know what you are talking about. Thanks for your contribution on this win!

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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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