Covers Sell

Covers Sell

Well, Dwell SIP Sells!

Posted by Scott On January - 21 - 2011

The results are in, and the 100 Houses We Love cover, an SIP put out by Dwell, was a huge success.

Sales in Canada were 12,300 copies, on a draw of 23,800, for nearly a 52% sell-through efficiency.

The average sale on the regular (January through August 2010) issues in Canada was 7,750 copies, on a draw of 23,100, for a sell-through efficiency of 33%.

Plus, the cover price was $9.99 on the SIP, as opposed to the normal price of $6.99.  That’s a 43% premium priced product.  And worth every penny.

  • Copies sold:  up 207% compared to the average issue
  • Newsstand revenue:  up a staggering 339%
  • Efficiency: up nearly 20pts

Vertical content.  Beautifully packaged. Fabulous Outcome.

That’s a winning hand!


“It was a great success for us on the newsstand, with approximately 82,000 units sold.  We received a lot of positive feedback from subscribers and newsstand buyers alike.  “Houses We Love” is one of the most popular sections of Dwell magazine, so we knew it would be a popular theme for our fans, and the SIP would end up being a real “best of” collectible item,” says Robyn Patty, Consumer Marketing Manager, for Dwell. 

That means 15% of the total sale came out of Canada.

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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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