I was asked recently, “If Polar Bears are to Canadian Geographic what Brad Pitt is to Esquire, what about Grizzly and Brown Bears? Are they like Johnny Depp?”
Good question. Let’s take a look, first at Canadian Geographic, then at British Columbia magazine:
Nov/Dec 2008: Best-seller in 2008. This issue sold 42% more copies than the average of the other five issues that year. Third best-seller ever in the magazines’ history.
Nov/Dec 2003: Best-seller in 2003. This issue sold 28% more copies than the average of the other five issues that year.
Mar/Apr 2001: Highest sell-through efficiency (49%) in 2001.
Jan/Feb 1997: Highest sell-through efficiency (46%) in 1997.
Spring 2008: Beat average for the year by 10%…2nd best cover that year
Fall 2004: Beat average for the year by 12%…2nd best cover that year
Summer 2001: Beat average for the year by 30%…best cover that year
Summer 1997: Beat average for the year by 8%…2nd best cover that year
And yes, pressing this further, Wolves = Angelina Joile and Cougars = Jennifer Anniston
Rule #30: If it works, keep doing it
Rule #20: Be Sexy
Every magazine has its celeberities, who or what are yours?
