Covers Sell

Covers Sell

Check Ups (U.S. pubs in Canada)

Posted by admin On November - 11 - 2013

The July 2013 issue of Town & Country is the best-selling issue of the year so far.  It beat the issue prior to it by 35%, and it beat the following issue by over 57%.  Plus, only one issue in 2012 sold as well as Lauren Hutton (Grace Kelly’s Granddaughter).

The controversial Rollingstone cover of August 1st, 2013 sold 39% better than the same issue last year (Justin Bieber).  Only two other issues have sold as well in 2013…Johnny Depp and the Top 50 Hip Hop Songs.

The Bitter Pill cover from Time magazine sold 20% better than the issue prior to it, and sold 5% better than the issue following it, and sold 2% better than the same time slot in 2012.  Only 1 of the first 11 issues out sold it in 2013 (Rise of the Drones).

The April 2013 issue of Vogue, featuring the First Lady Michelle Obama, sold 26,095 copies in Canada.  The issue didn’t do as well as the March 2013 issue featuring Beyoncé, which sold 35,491.   However it did outsell Jan, Feb, May and July issues.  It did not outsell last year’s April issue featuring Jennifer Lopez.

The December 2012 issue of Vogue, featuring Anne Hathaway 32,953 copies in Canada, a full 60% better than the November 2012 issue, and whopping 88% better than the January 2013 issue, which came before and after Anne.

Sports Illustrated’s May 6th cover sold 43% more copies than the same issue last year.

The annual 2013 Sports Illustrated swimsuit issue failed to deliver as many sales as the 2012 edition, even though Kate Upton was the cover girl on both issues.  Perhaps Rule #26 was a factor….Hot not Cold covers.  The 2013 issue sold 48,146 copies in Canada, while the 2012 issue sold 57,734, a negative variance of 9,588 or down 17%.

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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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