Covers Sell

Covers Sell

25 Essential Trout Flies

Posted by Scott On October - 31 - 2012

The Winter 2012 issue of Fly Fusion is at the printer.  From a “seasonality” perspective, Fly Fusion has always performed at its best this time of year.  It’s the time of year fisherman of both genders need a fix, plan their next getaway, look for new equipment, and are eager for new fly recipies to tie. 

Rule #3:   Benefits, Benefits, Benefits

Here’s what one Facebook friend had to say about the new cover:

“As God closes the curtains on another day, and the shadows start to appear, you have once again captured light at it’s finest moment. I love (the angler’s) head lamp piercing into the dark, just trying to sneak that last tick of time out of the day!”

In Canada, since launching 7 years ago, the Winter issue has outsold the other seasons by:

  • Beats Spring by 37%
  • Beats Summer by 24%
  • Beats Fall by 48%

In the U.S., since launching 7 years ago, the Winter issue has outsold the other seasons by:

  • Beats Spring by 47%
  • Beats Summer by 31%
  • Beats Fall by 101%  

However, those Fall numbers are about to change, based on scan data from Barnes & Noble. The Fall 2012 issue is now forecast to become the best-selling issue ever for this time slot, and will finish at either the #1 or #2 best seller ever since launching all the way back in 2006.  Sales at B&N are already up 105% after 11 weeks on shelves compared to prior year. 

This cover proves that great covers do sell, no matter what time of year!

Check out the sizzling cover below:

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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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