Covers Sell

Covers Sell

Great Canadian Covers 2011 (Wine & Food)

Posted by Scott On February - 15 - 2012

The  Canadian Wine Annual, published by Redpoint Media (Wine Access), is a winner.

Few magazines have the courage to raise their price, and if they do, very few ever take their price up by $2.  But that is what the Canadian Wine Annual did in 2011, rasing the cover price from $9.95 to $11.95, an increase of 20%.  The magazine was 212 pages thick.

The issue went on sale May 16th, so while not 100% final, it is nearly closed.  Sales are forecast to be up from prior year by roughly 12%.  Also, efficiency has improved by 10pts too.  And with the cover price increase factored in, newsstand revenue is up by 35%.  Plus, with the press run modestly trimmed back, there were cost savings as well.  That’s what we call a grand slam, touching all the bases:  sales up, efficiency up, revenue up, costs down.

The cover is clean and uncluttered.  The logo pops off the dark burgundy.  Great use of bold numbers.

The Janary 2011 issue of Canadian Living, published by Trascontinental, was a winner.

This issue outsold the January 2010 issue by 45%.  Plus efficiency improved by 8.4pts.  That’s tasty.

The cover keeps it simple, letting the Cake do the selling.  Good use of the left hand real estate.  Nothing complicted, just a yummy food cover that the Canadian Living crowd gobbled up at the newsstand.

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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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