Covers Sell

Covers Sell


Posted by Scott On April - 21 - 2011

With the help of the Toronto Star (who ironically owns the competitor EYE Weekly), NOW magazine continues to milk the PR machine.  After all, the Toronto Star’s circulation, readership and reach is very powerful indeed.   This kind of free publicity is priceless.  One can only imagine the chagrin of EYE staffers, as they see their parent company continue to prime NOW’S pump.–woody-harrelson-s-naked-pitch-to-play-mayor-rob-ford

The fun and games are breath-taking to behold.

The results of’s polls can be found here:

64% feel  NOW’s Rob Ford cover was inappropriate, while 9% thought it was appropriate.

 60% feel that the Canadian Society of Magazine Editors should consider creating some guidelines.

 After all, Maclean’s was reprimanded by the Quebec Press Council…

And NOW wants the Integrity Commissioner to investigate guidelines being violated…

I have to tip my cap to NOW.  They are keeping their brand top of mind…great for PMB stats.  That should help them hold down the cost of sex-trade ads and juice the bottom line at EYE’s expense, thanks to the Toronto Star.  Brilliant!


  1. Editor says:

    Well, it’s only Eye Weekly for another week or so anyway, until it becomes *shudder* The Grid.

  2. Elinor says:

    While I hated the Ford cover – I have to hand it to NOW. This cover I love (but did they have to photoshop his body completely hairless?).

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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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