Covers Sell

Covers Sell

New Look for 4WDrive

Posted by Scott On December - 9 - 2011

Four Wheel Drive Magazine is unveiling a new and improved look.  Coast to Coast has just taken on my client, and distribution has been increased by 43.5% for the re-launch issue.

Art Director, Cassandra Redding, did a masterful job of re-inventing every aspect of the cover, from the new logo to a completely new approach to typeography.

“I had a strong impression in my head as to how I wanted the 4WDrive audience to react to the text. I knew the typeface needed much stronger legibility and readability, while also staying appropriate for the subject matter. I chose the fonts and colours with the words “big, bold and tough” in my mind. With these thoughts and some great tips and directions from Scott the new cover came together quite quickly,” says Redding.

We added a much more powerful skybar treatment, a new logo that spells out the magazine’s name, created a tag line, committed to a main sell line for the featured cover story, prioritized the additonal hooks, used bolder fonts and colour to help the eye navigate down the cover, and cleaned up the UPC code area.

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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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