Covers Sell

Covers Sell

Nice Snowman

Posted by Scott On January - 5 - 2011

The October 4th, 2010, issue of Maclean’s generated massive controversy.  Remember this fantastic cover?

Rule #6:  Be Controversial….usually works to lift sales.

So, did sales snowball, or did moral indignation cause a meltdown?

Sales will top 14,000 units.  Last year’s issue in the same time slot sold 8,184 copies.

This is an increase of 71%.

The sell-through efficiency is the 4th best posted in 2010…excellent news on profitability for all players in the supply channel.

Does anyone want to guess on how well it sold in Quebec?

Excluding double issues (which enjoy a longer on sale period), the average sale for the twenty-eight (28) preceding issues was 9,130 copies.  Therefore, the Snowman issue beat the average sale by over 53%.

Furthermore, when excluding double issues, the Snowman is either the #1 or #2 selling issue of Maclean’s in 2010 thus far (the March 8th issue, shown below,  was wildly successful too).

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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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