Covers Sell

Covers Sell

Say What, Madam?

Posted by Scott On October - 10 - 2012

An eagle-eyed editor, and loyal reader of shared this unfortunate cover with me yesterday.  99.9% of the time I feature covers that I believe are inspirational, and are examples of excellence in our craft. I try very hard to keep the tone of this blog positive, not critical. 

But occassionally, it is important to also point out some simple things that are instructive to avoid doing.  Be careful of unintended outcomes.

While I love it when publishers, editors and art directors have the guts to position an image layered over the logo (which demonstrates confidence in the brand), as it helps create depth and 3-d punch…you have to be careful.

The mis-reading of a single vowel could have a rather embarrassing result…something advertisers just might not want to be associated with…particularly in hotel rooms and lobbys.  What did you say you were selling Madam?  Hopefully this will serve as a somewhat humourous reminder to slow down before going to press.

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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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