Covers Sell

Covers Sell

Maclean’s…The Eyes Say it All

Posted by Scott On January - 12 - 2012

The January 23rd issue of Maclean’s is sure to make heads spin.    Creative Director, Jason Logan, has done it again, by creating an eye-catching, sure-to-get noticed, shelf-popper of a cover.

“As an image it’s a perfect inversion that’s loaded on both sides. Yes, the cover is shocking, but it also leads you to question why you find it shocking– I hope it gets people to question their own assumptions and dig a little deeper into the magazine,” says Logan.
“The article is by Anne Kingston, a renowned writer on gender relations. The image was my idea; design, art direction by Stephen Gregory and Levi Nicholson; photograph by Kourosh Keshiri,” Logan added.

Controversial?  Perhaps.  Sure to stimulate debate (and sales) absolutely!

The cover subject is timely, given the horrific trial going on in Kingston, Ontario regarding an alleged “honour killing.”  The, uh hum, “less is more” approach to the cover’s type treatment is all about “committing to the cover.”  And while normally I like to see the UPC code in the lower right corner (what I call the Baltic Avenue of cover real estate) it would have been tragic to obscure the model’s cute belly button.  

  • Rule #2:  Subject Matter Matters
  • Rule #6:  Be Controversial
  • Rule #13: Don’t be depressing, be fun

But, in the final analysis,  this cover will sell because the veiled women’s eyes are so incredibly sexy.  Is that shocking?



One Response to “Maclean’s…The Eyes Say it All”

  1. eye guy says:

    I’m with you Scott – the veiled woman is definitely the hotter of the two. Although it’s close.

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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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