Covers Sell

Covers Sell

Winter Fun

Posted by Scott On December - 15 - 2014

cover_of_the_week-125x125The January 2015 issue of Toronto Life hit newsstands on December 11th, 2014.  The cover feature is “The Winter Hater’s Guide to Loving Winter” with a round up of insider tips on the best things to eat, drink, wear, see and do to get through (and maybe even love) the most hated season of all.

“Lola, our cover star, was photographed by Daniel Ehrenworth, and is showcasing one of the tips from the guide—where to get designer puppy parkas!”, says Yen Tran, Marketing Manager.

Toronto Life‘s job, in part, is to help readers love their city, which is a little harder to do in winter. So for the January issue package, we rounded up a bunch of surprising ideas for how to enjoy snow-covered Toronto. We mocked up many covers with different images: ice skating, hot chocolate, even a polar bear. But none of the images seemed urban enough. The package is full of pleasures that are unique to city living, like heated patios and high-end saunas. We wanted the cover to suggest all that. And what could be more urban than a dog in a designer jacket? Also, dogs are cute!” – Sarah Fulford, Editor-in-Chief.

I’m not normally a fan of using pets on covers, but this one is fun and makes sense given the quirky spin the cover feature takes on the benefits of winter.

Jan 2015

 

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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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