Covers Sell

Covers Sell

Great Canadian Covers 2011 (SIPs We Loved)

Posted by Scott On February - 29 - 2012

There were a few other SIP’s that turned in some eye-popping results in 2011.

Maclean’s William & Kate (The Royal Wedding) Special was a spectacular success.  The issue had a retail price of $9.95 and sold over 91,000 copies at a 75% sell-through efficiency.  That’s insanely good.

Vancouver Magazine’s City Guide turned in an amazing performance.  The issue had a retail price of $9.99 and sold over 9,000 copies at a 52% sell-through efficiency.  It outsold the previous year’s Guide by 190%, making this their best-selling City Guide ever.  Very impressive.

Style at Home’s 100 Best Designer Secrets Special was a big success.  The issue had a retail price of $7.99 (up from their $5.50 regular price) and sold nearly 54,000 copies at a 45% sell-through efficiency.  This was their best selling issue of 2011, both by units sold and by revenue.  Nice addition to the line-up!

Legion WW1 Special had a retail price of $14.95.  This was the first-ever SIP for the title.  It sold 5,659 copies on a draw of 12,650, for a 45% sell-through efficiency.  The title grossed $84,602 retail dollars.  It was honoured with a Bronze award at the 2011 Canadian Newsstand Awards in the SIP category.  (Full disclosure:  a client of

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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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