Covers Sell

Covers Sell

Canada and Smaller Magazines to the Rescue

Posted by Scott On January - 30 - 2011

Recently released MAGNET data confirms that newsstand sales in Canada (measured in dollars) continue to outperform the results from the United States.  Revenue is down 5.7% from 2009 in the U.S., while here in Canada revenue is down just 4%.

It may seem a bit depressing to some that the Top 50 best-selling magazines account for a staggering 46% of the total marketshare (combination of checkout dominance, frequency, and powerful brands that consumers embrace). However, the big guys are the ones who have experienced the steepest losses since 2009.

It is  encouraging to see that sales of the smaller magazines (with passionate readers in various niches) have helped distributors, wholesalers and retailers offset those declines in a significant way.  Talk about reader engagement.  Looks like the mainline is becoming more important than ever before.


Source: Wholesale OR Q1 - Q3 2010 With nearly 7,000 titles in the distribution channel, it is interesting to note that the top 50 magazine titles represent nearly 45% of the total retail sales. Many of the titles in this group are displayed at the checkout and several of them are higher frequency titles, thus driving the total sales volume.

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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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