Covers Sell

Covers Sell

Four Wheel Drive climbs the charts

Posted by admin On May - 17 - 2013

Four Wheel Drive magazine re-launched itself with the final issue of 2011 (Volume 13 #6).

Sales on that first issue increased by 20% compared to the same issue in the prior year.  As good as this was, the title did even better in 2012, with a cumulative increase of 42% compared to 2011 totals. 

Six of Seven issues since re-launching have outsold prior year’s issues. 

  1. Volume 13 #6: up 20%
  2. Volume 14 #1: up 33%
  3. Volume 14 #3: up 71%
  4. Volume 14 #4: up 148%
  5. Volume 14 #5: up 57%
  6. Volume 14 #6: up 24%

Volume 14 #5 set an all-time new sales record, which was established in 2007…35 issues back in time.

All the top U.S.-based Off Road titles saw sales decline in 2012 here in Canada, but 4WDrive climbed the chart.

  • Sport Utility… down 17%
  • Petersens…down 13%
  • JP…down 13%
  • Off Road…down 13%
  • Four Wheeler…down 5%
  • Four Wheel Drive (Canadian Content)…up 42%

The new look covers, upgraded content, a new distributor, smart, strategic promotions, great work by Ron Sellwood at Coast to Coast, and all contributed to a block-buster year for Four Wheel Drive.

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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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