Covers Sell

Covers Sell

Katy Perry Peekaboo

Posted by Scott On December - 22 - 2011

Ad Age the June issue of Vanity Fair as one of the Top 10 Covers (U.S.) of 2011.

Ad Age said:  “Vanity Fair kicked off summer with a cover showing singer Katy Perry wearing a Christian Dior Haute Couture corset in an arresting photo by Annie Leibovitz.”

While the June 2011 cover was a huge improvement compared to the June 2010 issue (which was the worst-seller in 12 years), it certainly was not a huge success at the newsstand.  It is the 2nd worst June issue in the past 12 years for Vanity Fair. 

Yes we love the peekaboo eye contact, the Dior corset, and the curvy celebrity superstar.  However, the January 2011 Johnny Depp cover sold 60% more copies  (187,000 more units), which at the $4.99 cover price equals $933,130 gross newsstand dollars (and that’s before you factor in the insert card revenue).  It’s the best Janaury sales result in the past 12 years. Plus, it ranks as 9th best overall of the past 126 covers published.  So, depending on ones glandular bias (a tip of the cap to Marq DeVilliers), I can’t help wondering why Johnny didn’t get the nod from Ad Age.

Here in Canada, Fashion magazine featured Katy Perry with great success.

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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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