Covers Sell

Covers Sell

Great Canadian Covers 2011 (Hockey)

Posted by Scott On February - 21 - 2012

In the U.S., the celebirty category is suffering a slide in newsstand sales.  Here in Canada, it looks like our most celebrated stars are selling quite nicely, thank you very much.

The category had so many great covers, it was hard to limit myself to just two choices.

The launch of SportsNet magazine was arguably the biggest newsstand story of 2011…a very gutsy move.  So we tip our cap to Sportsnet for giving us this cover, which played to our national pride, in repatriating the Jets to Winnipeg.  The cover debuted on October 17th, 2011.

The Hockey News published this fabulous Draft Preview Special.  It sold 15% better than the prior year’s edition.  Plus efficiency improved by 5pts.

The Hockey News also published the Best Players of All Time Special  (see original prediction from Cover of the Week  

This issue is the best-selling SIP ever published by The Hockey News, and outsold last year’s special in this same time slot by 39%.  Plus, the sell-through improved by 15pts.  An incredible result.  Great One indeed.

And while there is no way of knowing how The Year In Sports SIP from SportsNet (it went on sale in December of 2011, at a $9.95 cover price) will pan out, I certainly love the cover treatmeant, and predict that it will score magnificantly as well.

And the winner is ....

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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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