Covers Sell

Covers Sell

Canadian Geographic

Posted by Scott On March - 25 - 2010

The December 2009 cover is a classic that will stand the test of time. After undergoing a comprehensive Cover Analysis, spanning 14 years and 84 covers, Canadian Geographic produced this masterpiece.

Like most covers that sell well, they did multiple things right:

Great editorial subject matter, breath-taking photography, great use of the cover real estate for supporting sell lines, red cover slash offering a Free Map, white background for maximum “pop off”, wolf overlapping logo for heart-pounding 3D effect, and a gold frame that drew attention to the Special Anniversary Issue value proposition, plus strong retail promotional support.

We were so confident this issue would sell extremely well, that we took the cover price up to $7.95 from $6.95. Sales are forecast to be the best ever in Canadian Geographic’s 80 year history, selling over 29,000 copies. This beats their previous best by over 20% in copies sold, and over 37% in retail dollars.

This cover just won and ACE AWARD (Award for Circulation Excellence) at the 2010 MagNet event for Best Retail Extra Large Circulation category.

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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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