Covers Sell

Covers Sell

Cherry Blossoms

Posted by Scott On December - 23 - 2011

Ad Age http://adage.com/article/special-report-book-of-tens-2011/ad-age-picks-magazine-covers-2011/231473/nominated the March 28th issue of the New Yorker as one of the Top 10 Covers (U.S.) of 2011.

Ad Age said:  “The tsunami, earthquake and nuclear meltdown that hit Japan in March weren’t easy to capture, but this cover reflected the “eerie silence” that struck artist Christoph Niemann in videos and interviews following the disasters. And instead of drawing the Fukushima Daiichi plant, which lacked the hourglass-shaped cooling towers we associate with nuclear facilities, Niemann rendered cherry blossoms as radiation trefoils.”

According to ABC statistics, the March 28th issue of the New Yorker sold 28,000 single copies in print + 2,834 digital single copies, for a grand total of 30,834.  This was below the overall average achieved for the January-June 2011 ABC period. 

 

 

 

 

On the other hand, the New Yorker did have a blockbuster seller with their February 14th issue, which sold 61,000 single copies in print + 5,994 digital single copies, for a grand total of 66,994.  This was the best selling issue of the New Yorker dating all the way back to November 17th 2008…roughly 125 issues ago…quite an achievement!

In terms of newsstand revenue, the February 14th issue generated $401,294 while the nominated cover generated $184,695, a variance of $216,599 or a 117% positive variance (and that’s before factoring in insert card revenue).

Given the ratebase bonus this issue achieved for advertisers, its surprising that Ad Age overlooked this classic New Yorker cover, and the remarkable sales lift it generated for all concerned. 

 

 

 

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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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