Covers Sell

Covers Sell

Hat Trick for Sportsnet

Posted by Scott On January - 11 - 2013

With the Hockey Lockout of 2013 almost mercifully over, Sportsnet‘s latest issue will feature, wait for it, yep, you guessed it, a hockey cover.  But not just one hockey cover, but three hockey covers.   Call it a Hat Trick.

Sportsnet is clearly banking on pent up demand on the part of hockey loving Canadians…and they are probably right to do so.  Regional covers are certainly a good way to maximize sales.   The cost of a plate change can typically be earned back with just 150 extra copies sold of a regular priced magazine.

According to Art Director, Jamie Hodgson, “The basic strategy behind the 3-way split is to maximize our sales in our two biggest markets, Southern Ontario and Vancouver and surrounding areas. A strong intense powerful image of captain Dion Phaneuf was an easy choice in Ontario. Cory Schneider, the presumed new No. 1 goalie in Vancouver is the story of the year so far out west. Like Phaneuf, strong eye contact make this cover really intense. Sidney Crosby was the obvious choice for the rest of the country, he’s the NHL and Canada’s best player and always sells well. Newsstands love Crosby. We decided to not try and be too cute with the main sell, simple was better in this case: Game On NHL 2013. Fans know what that means: Drop the puck already!”


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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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