Covers Sell

Covers Sell

CY Celebrates Summer

Posted by admin On May - 10 - 2013

Canadian Yachting’s June issue(s) both have a way of evoking the lifestyle that many of us can only dream about.

Art Director Petra Dueck agrees, “After all” she says, “If a cover doesn’t tell a story, then it is just a catalogue.”

She goes on to say, “The two covers this issue are all about the feeling of boating. With summer sitting on the doorstep, the June issues of CY are about getting back on the water, enjoying the weather, and having some fun. We started off with some fantastic photo options expressing this feeling and the theme of “Entertaining Onboard”.   After some debate we decided to go with these two images as they invoked the feeling of the joy of boating in summer and how closely they represented the theme and stories in the books. The cover lines were crafted to emphasize this feeling as well as to inform readers of the benefits.   From the adventurous exploring spirit the west version brings, to the summer social spirit of the east version, I think these covers have summer covered.”

The Eastern cover is my personal favourite ever produced by Canadian Yachting.  Sunset images are so difficult to work with, but Art Director Petra Dueck has created a masterpiece. In my view, the subtle shading to help pop out the supporting sell lines almost disappears into the waves and clouds.  The strong type treatment is bold yet elegant.  The diagonally set “interrupter” in the upper left corner is like a sail tilting in the wind.  The cover is warm and harkens us back to port for a Grey Goose martini, after a satisfying day on the water.

Click on images to enlarge

On the other hand, the Western cover totally captures the spirit of the BC coastal waters and rugged terrain.  The type treatment is also bold and deftly handled.  And the eye travels comfortably from the main sell line (great benefits promised) to the supporting hooks. The question is, is she alone, or is a special someone making lunch and opening a fine bottle of BC wine back on board ship?

Which one do you like best?  Vote below:

Which do you like best

View Results

Loading ... Loading ...

Leave a Reply


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.



    Activate the Flickrss plugin to see the image thumbnails!