Covers Sell

Covers Sell

Hindsight is so 20/20

Posted by Scott On July - 7 - 2011

Hindsight is so 20/20.  But, what were they thinking?  As we discussed at the MagNet Conference, the formula for success at Vanity Fair seems pretty clear. Lots of Tom.  Lots of Kennedys.  Lots of Angelina.  Lots of Depp. And plenty of Monroe.  When they veer off into soccer players or teenie boppers, apparently disaster looms. 

Rule #30:  If it works, keep doing it  (and if it doesn’t work, don’t do it again)

According to Chris O’Shea, the Bieber cover is an epic bomb.

The previous worst seller in the past 11 years was the June 2010 issue, which sold 260,000 units.

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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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