Covers Sell

Covers Sell

Gretzky Scores

Posted by Scott On September - 1 - 2011

The Hockey News Top 100 Players of All Time special interest publication was a huge success.  The cover featured Wayne Gretzky, and retailed for $7.99. On a draw of 90,700 copies, the issue sold 49,766 copies, for a fabulous 55% sell-through efficiency. The issue outsold the Greatest Jerseys of  All Time special interest publication from 2009, which still sold an impressive 35,856 copies on a draw of 90,050 for a 40% sell-through efficiency.

see old blog post on the Gretzky cover as Cover of theWeek

Here’s what the Editor in Chief, Jason Kay, had to say about this fantastic success on newsstands:

“Any time you put Gretzky on the cover, particularly a throwback image from his Edmonton Oilers days like the one we used, it attracts interest. The white background on the cover with the “ghosted” names of the other hockey greats, along with the title of the book in that gold, fifth colour, combine to give the book a real collectors’ feel. And, of course, with think the content concept was a winning idea — it’s a definitive, authoritative ranking of the top hockey players of all-time by the position they played. We’d never seen a ranking like that before.”

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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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