Covers Sell

Covers Sell

May 2011 GQ…Now that is a Bad Buzz!

Posted by Scott On December - 21 - 2011

Ad Age http://adage.com/article/special-report-book-of-tens-2011/ad-age-picks-magazine-covers-2011/231473/ recently announced their Top 10 (U.S) Magazine Covers of 2011.

A number of my readers have asked me to comment, because they thought the choices were “odd.”

Let’s start wit the May 2011 issue of GQ.

Ad Age said:

“This year’s “Hangover” sequel was a dull copy, but co-star Zach Galifianakis at least shone in 2011, particularly as Ray Hueston in the return of HBO’s “Bored to Death.” For this cover, photographer Martin Shoeller brought out the comedian’s inner light — by dusting his beard in gold.”

I don’t know about you, but I didn’t bother to check out this “dull copy,” either at the cinema or at the newsstand.

According to ABC statistics, of the past 21 issues published (from the Decemeber 2009 statement through the June 2011 statement) this cover was out-sold by 19 of the previous 21 issues. That’s enough to give any circulation manager, distributor, or retailer a major hangover. But the dusting of gold on the beard is news…I just thought he hadn’t had a shower.

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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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